Marketing blitz taps into the emotion behind home-ownership
SYDNEY, 8 OCTOBER 2018
- National campaign includes cinema, TV, radio, digital and outdoor advertising
- Inaugural Live Proud magazine to tell the stories behind Frasers Property
Frasers Property Australia this week launched its Live Proud branding campaign, an initiative that tells Australia more about Frasers Property’s culture and what the national developer’s residential business stands for.
The national campaign will run throughout October and includes cinema, radio, TV, digital advertising and outdoor billboards.
As part of the campaign, Frasers Property also produced its own Live Proud magazine, which it aims to produce twice per year and distribute directly to customers and through its sales centres.
The Live Proud campaign and 40-page magazine builds on the idea that aspiring for – and achieving – home ownership is something to feel proud about.
The campaign taps directly into the heightened emotions people feel when purchasing property, says Emily Wood, Frasers Property Australia’s General Manager National Marketing
“Buying a property is one of the biggest milestones and moments in a person’s life and it’s not easy to do,” Ms Wood says.
“Often it comes with a great deal of hard work and sacrifice and we really want to acknowledge that in this campaign.
“There will always be rational factors that are important when buying a property – price, location and inclusions – but that sense of achievement and pride, and knowing you’ve done well… that’s what we believe deserves celebration.”
Ms Wood says that the timing for this campaign coincides with a change in community attitudes to home ownership.
“People are no longer striving for a white picket fence and big backyard. Lifestyle is now playing a huge part in people’s choices. It’s not just about where they live, but in what type of housing.
“We have been in the business of creating homes for Australians for 94 years, what we are offering in our communities today is a reflection of what people expect of us. But the one thing that remains constant – whether your home is a Frasers Property apartment, townhome or you have built on one of our land lots – is the excitement and anticipation that comes from buying property and fulfilling a dream.
“As a nation, we are growing, but the dream of owning your own property, whatever type it is, is still there.”
Anthony Boyd, Frasers Property Australia’s Executive General Manager – Residential, says the company has spent the last few years really understanding what role the company plays in people’s lives.
“We started to ask ourselves some questions about why what we do matters in an enduring sense for people,” Mr Boyd says.
“To us it became clear that it really is about the hard work, the late nights, the sacrifices that people make to be able to join our communities.
“Respecting that drive is something we have to put first in everything we plan, design and build.
“As a business, that’s where Live Proud comes in. What we do is about so much more than financial return. What we are contributing to for our customers is the foundation for a sense of pride about everything they have achieved in their lives.”
To find out more visit www.liveproud.com.au