Case Study Nojo
The Melbourne apartment market is crowded. In 2012 there were 31,000 new apartments. So how do you make a boutique block of just 23 stand out? Especially when you can’t afford paid advertising.
Stoll-Long Architects asked Sense to sell their apartments at 45 Rose Street, Fitzroy with a marketing budget of just $35,000.
The apartments are located in vibrant, bohemian Fitzroy, just north of iconic Johnston Street. We took ownership of the area and called the development Nojo – from North of Johnston.
We knew buyers would be drawn to the area’s cafes, bars, boutique shops and lifestyle. But we wanted to foster a deeper bond with the Nojo brand. So we connected with the audience by deconstructing local landmarks in images that represent the best that Fitzroy offers.
Instead of paid advertising we co-opted a medium our market consumed: street press. We distributed our own street newspaper, showcasing our deconstructed images and selling Nojo’s benefits.
The average time on market for a Fitzroy development of that scale is 10 – 12 weeks. 100% of Nojo apartments were sold within 4 weeks – the first 20 selling within two weeks of the campaign launch.
From naming and brand identity creation, to the production, distribution and installation of the display suite and all marketing materials, the total spend was a little under $35,000. Sales realised were in excess of $15 million.
- Brand Creation
- Communication Strategy
- Sales Suite Design