This new development by Defense Housing Australia (DHA) is located in the industrial suburb of Alexandria, an area undergoing significant gentrification.
The campaign centred on CGIs that creatively communicated its award-winning architectural design that raises the bar for sustainability and community, and reinforced DHA’s strategic repositioning as a visionary developer.
Working hand-in-hand with our strategy and creative team, Hoyne’s in-house CGI team created renders that purposefully communicate how the benefits of sustainable architecture, and Arkadia’s connectivity to green space and the community of Alexandria, translate into everyday life. They embraced authentic, human aspects to present a real community that has deeper connectivity and a higher quality of life that would resonate with the target audience of young couple and family owner occupiers. Clever split-screen imagery demonstrated the liveability of the apartments, the access to green spaces and the shared community amenity such as the rooftop gardens and BBQ pods.
Arkadia received a strong market response and 78% of the dwellings sold within 5 months.