Community was tapped to bring 699 Sheppard, a boutique condominium in the prestigious Bayview Village neighbourhood, to market. As Originate Development’s inaugural project, it was critical for us to execute the launch successfully. It was equally important to leverage 699 Sheppard to introduce the unique Originate development ethos.
Challenge
Community was tapped to bring 699 Sheppard, a boutique condominium in the prestigious Bayview Village neighbourhood, to market. As Originate Development’s inaugural project, it was critical for us to execute the launch successfully. It was equally important to leverage 699 Sheppard to introduce the unique Originate development ethos.
Objective
We wanted to create a project brand and sales launch campaign for 699 Sheppard that not only stands out but personifies Originate Development – one that speaks to Originate’s thoughtfully considered design, original thinking, and unique lens into city building.
Solution
Community introduced Six99, Curated Condominiums, with the tagline Home Well Made. Our intent was to equate Originate’s meticulous approach to building to that of an artisan. Less about volume and more about the beauty of the craft and attention to details, Six99 (and by way of Six99, Originate) is ‘Thoroughly considered. Completely yours’.
We continued to tell the story of Six99 through an integrated marketing campaign including sponsored content, digital and social, print and out of home ads. The digital and social campaigns focused on core audience segments with messaging testing to see what resonated most with our intended audiences. Through rigorous optimization and look alike campaigns, Six99 was averaging an above industry 1.71% conversion rate (this means highly qualified leads instead of spray and pray marketing for vanity metrics!).
The sales launch at the Six99 Presentation Centre was ideated and executed by Community’s experiential marketing team. The beauty of working with our in-house team is the seamless expression of the Six99 brand story. The two-day event hosted over 100 guests in a series of timed experiences. Staying true to Six99’s intimate and craftsman quality, guests were treated to a hand-pulled noodle bar by one of the city’s top masters, an expert sommelier featuring 99 score wines, and a highly knowledgeable barista showcasing the fine art of the brew. RDS completed the tour by presenting details of Six99, with all attendees given personal opportunities to speak with the founding developers.
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