TaoHome is an 83-apartment development located in the heart of Box Hill. It has been designed by one of Australia's largest architectural practices, Hayball, to be a living community specially for seniors, in particular, senior Chinese. This is an exciting new concept in Australia, both for apartment developments and senior living.
Vive Group pitched and won the opportunity to brand and deliver marketing collateral for TaoHome. Working collaboratively with the investors, architects, developers and sales agent, Vive Group conceptualised and produced branding, marketing flyers, main brochure, website and the fit-out for the sales display suite.
Our work involved a great deal of cross-cultural strategy to engage our two audiences - local Mandarin-speaking Chinese seniors and their adult Australian Chinese children looking to buy for their parents. Our marketing communications needed to balance the older traditions of the senior Chinese with the more contemporary outlook of the younger generation as well as being in both Chinese and English.
The Chinese character for 'Tao' that is in the logo was chosen by our client for its appeal to the older generation.
TaoHome officially launched at the start of October in 2015 and sold 20% by the end of its first weekend, an impressive result considering that older buyers will always take longer before committing to such a big decision.