Case Studies / McCallum Lane

Overview
Encorp Development is an established and respected Malaysian property developer with a focus on creating projects that reward customers with solid returns. From conception of a project to the finishing details of its construction, the company offers customers the best possible product and service.

Problem
Encorp engaged Block in 2011 to develop, design and produce an identity and integrated marketing campaign for its first foray into the Australian property market – at a site located on the doorstep of McCallum Park in Perth. The aim was to develop an identity and subsequent campaign that would speak to both a local Australian market and a Malaysian audience tonally – visually and linguistically.

Solution
Block chose to name the development ‘The Residences on McCallum Lane’ to create the idea of premium living, while immediately conveying the address of the development for the local market. We then sought to create a look and feel that would visualise the idea of sanctuary in a luxury apartment environment – a major aspect of the building’s architecture and location right on the park and nearby river. A heavy use of ambient photography paired with architectural renders reached both markets without resorting to a typical ‘lifestyle’ look and feel. The campaign was rolled out through a high-end brochure, out of home media, press insertions and digital media.

Outcome
Within a short time of launching the campaign, Encorp sold 65% with more interest garnered from local and international market being generated through additional press. Block has also been able to help the client make inroads to an Australian market, introducing it as a serious contender in the property sector.