Stonefields - Something out of nothing 

STONEFIELDS - Land developers LandCo were proposing an entirely new Auckland suburb called Stonefields to be built over an old quarry. In order to overcome such a legacy, they needed a fresh image that people would buy before anything even existed.

WHY DID THEY CHOOSE US? They turned to The Creatives to prepare brand and communication strategies. Our understanding of brand strategy, project management and property experience were employed to successfully launch the development.

WHAT WAS THE BIG IDEA? Create a unique vision of the new development, and then communicate that via a journey from the past, to the present and future.

WHAT LEAD TO THAT STRATEGY? After conducting workshops with our client, we developed a brand profile which created an alluring image for the project. From there, it was about precision planning leading up to the launch phase including advertising, media, sales collateral, DVD, and display materials. We even planned for traffic management and security onsite during the launch.

HOW DID THE CAMPAIGN COME TOGETHER? We created a display that didn't just focus on information about the Stonefields development but launched the brand and vision as well. It was large (over 70m long), incorporating huge display boards, plants and trees, a large screen DVD and giveaways to the public. Attention to detail was crucial as it was important that LandCo's vision and master plan were represented accurately.

WHAT WAS THE OUTCOME? Over 2,500 people attended the open day with 500 registering to receive more information. It was fantastic to see the change in people's attitudes from when they arrived at the display to when they left. Even those who were unhappy about the development said that they understood it needed to be done and that the developers were the right people for it and had addressed the issues the best they could.

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