In early 2018, Villawood Properties commissioned Vive Group to develop a marketing campaign for their care worker initiative. This initiative set aside land blocks to local care workers and offered them a $10,000 saving to purchase in a Villawood Properties community.
The premise of this initiative was to encourage these important community professionals to live close to where they work and continue to nurture their local community.
Vive Group developed a campaign around the key message of ‘caring for the carers’. This was supported by a warm, friendly and genuine tone that clearly spoke to the primary audience. The creative rollout ensured that care workers were seen as heroes, doing what they do best.
A fully integrated campaign was activated across multiple traditional and digital channels, including Google Display Ads, Google Remarketing, realestate.com.au, local press, point of sale, signage and print collateral.
This campaign was extremely well received in the market and not only increased leads but generated excellent publicity for Villawood Properties.