Innovative marketing approach, creativity and response to market segmentation by Sekisui House in the development of West Village highly impressed the judges in a very competitive category.
The support of an ‘artist in residence’ program on site providing early activation and community acceptance of the product, together with the creation of local festivals, community market days and children’s activity areas ensured early awareness of the brand and assisted in an ongoing database of potential purchasers.
The success of the campaign was illustrated with more than 80,000 visitors to site, 40,000 event participants and 15,000 sales suite visitors over a period of 18 months.
The judges particularly noted the highly refined, in-depth targeting of micro markets using various media and press campaigns, site activations and events. These marketing techniques together with early retail profiling facilitated sales and lease agreements across both current and future stages of development.
A stand out was the creative use of social media to ensure ongoing monitoring and evaluation of the marketing campaign, achieving a 94% ‘click-rate’ from the growing digital database.
This project was also the winner of the 2020 President’s Award.