Marketing Excellence Winner
Project VIDA
VIDA, by Pointcorp, was judged to have the final edge with an innovative brand, multi-faceted campaign and carefully executed marketing strategy, targeting and reaching a competitive niche sector of owner-occupiers to deliver excellent sales results.
VIDA comprises 144 apartments and two-level penthouses across two 12-storey buildings. It is located on the riverfront in West End, Brisbane. The marketing task was to develop a name, brand and campaign to drive sales by conveying the premium nature of VIDA’s offering. Scheduled for completion in mid-2015, more than 97 per cent of Vida’s apartments have been sold, achieving a superior rate of sales.
Providing a wide range of product to meet demand, VIDA demonstrated innovative use of marketing channels. This included the creative use of social media to develop a standout brand, which combined with the overall sales results, giving Pointcorp the edge in this year’s category.