Helping shape the spaces within one of Melbourne’s most innovative towers

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.

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.