— The Client

EcoWorld International is a global developer known for creating highly innovative and environmentally progressive large scale developments in Malaysia, London, and now Australia.

With landmark projects and visibility across the world, EcoWorld turned to Greenpoint Media to develop this same level of visibility of its projects on Australian soil.

Category
  • Property
Services
  • Brand & Partnership Activation
  • Content Marketing
  • Public Relations
  • SPACESHAPING

— The Situation

New to Australia, but with global recognition, EcoWorld were looking to ensure their projects and brand were elevated to the level that they were accustomed to on a global level. With Yarra One in a densely developed area, the challenge was to ensure this project was set apart from the competition.

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— The Solution

Initially appointed to manage the PR and brand awareness for Yarra One, Greenpoint Media initially placed our focus on devising unique SPACESHAPING initiatives that would facilitate mass brand awareness, for the project that had already being launched, but wasn’t able to capture mainstream attention. Upon the successful completion of this, Greenpoint Media was also appointed to manage the corporate brand PR, as well as driving awareness surrounding the success of EcoWorld’s first Australian project – West Village in Parramatta.

— What did we deliver?

SPACESHAPING:
Working alongside the development and marketing teams, Greenpoint Media devised 3 key SPACESHAPING initiatives that leveraged building proximity, target audience as well as key trends outside of the development industry.

  1. Eco-friendly car share: Devising a strategic alignment with Tesla, GPM created marketing strategy aligning to the brand’s key values of building sustainable and innovative developments. This initiative included 2 Tesla vehicles being provided to residents via a car sharing model in an effort to reduce environmental impact whilst also providing convenience to residents. Due to the high walk score of South Yarra, this initiative also played into developing trends surrounding the lack of car ownership in inner-city hubs.
  2. Pet Friendly Amenity: With the purchaser market increasingly looking for apartment living without sacrificing lifestyle, Greenpoint Media advised Ecoworld to implement pet friendly amenity into the building including a dog wash station within the building for residents. This was announced in partnership with Pets Haven animal shelter, and supported by a content marketing and activation, leveraging Pets Haven’s 1 million Facebook followers to generate awareness of our campaign.
  3. Residential Coworking: With retail space (as well as a large atrium) available, GPM had a client mandate to deliver something unique for this space. With a lack of communal public spaces in the area, Greenpoint Media devised a plan to turn this outdoor space into a communal, and free coworking space, where the space would provide charging stations, tables and more for public use. This initial idea then quickly evolved into leveraging the available retail space to create Australia’s first residential building with a coworking space, with EcoWorld soon to appoint a partner. This campaign led to mainstream, business and lifestyle media coverage.

Public Relations:
Each of these initiatives and more were supported by mass awareness PR campaigns that put the project on the radar of purchasers within property, mainstream and lifestyle media, leveraging our SPACESHAPING initiatives to transcend industry media.

Content Marketing:
Rejuvenating the Yarra One social media, transitioning this into the EcoWorld Australia brand to support the brand as it looked to increase its profile in Australia, as well as the development ongoing database marketing campaigns to ensure consistent communications to potential purchasers.

Brand Partnerships & Activation:
Creating and delivering significant brand activations supporting our campaign initiatives at the project level. 

— Results:

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Public Relations

26 million - Combined Estimated Reached for a single development due to SPACESHAPING initiatives

Ongoing facilitation and awareness surrounding brand credibility and future vision

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Brand Activation

Multiple brand partnerships aligning to brand values developed, leading public attendances at display suite of 500 +

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SPACESHAPING

3 SPACESHAPING initiatives successfully implemented and marketed

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— Summary

One of our first SPACESHAPING campaigns, Greenpoint Media successfully turned Yarra One into one of the countries most progressive developments, now focussing on driving awareness for the EcoWorld brand across its growing portfolio.

Client: Ecoworld
Website: Yarra One

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