Case Study Springwood
A new housing development in a thriving country community positions itself as a better place to live.
Springwood is a master planned community in the heart of vibrant Gawler. As one of South Australia’s largest property developments, the future plans for Springwood are expansive, including new retail outlets, schools, parks and gardens.
Often perceived as being ‘a bit too far from Adelaide’, the challenge was to connect with and remind potential northern suburbs buyers of all the benefits of making their home in Gawler.
Fuller was charged with creating a marketing campaign that would drive sales enquiry. The new marketing campaign aimed to increase visits to the Springwood sales centre, particularly from residents outside of Gawler, who would gain a new awareness of the “better” lifestyle on offer.
Fuller worked in partnership with the developers of Springwood to understand their marketing needs now and into the future. The creative strategy needed longevity, as the development will unfold over a number of years.
The creative core of the strategy Fuller developed was based on the aspirational concept of “a better place to live”. The first campaign, launched in late 2018 to coincide with the latest land release, focused on the better lifestyle on offer in Gawler.
All campaign photography and videography was shot in Gawler, showcasing the amazing food, outdoor environments and leisure opportunities in Gawler, as well as the character and heritage of the place.
The second campaign, launched in mid-2019, showcased the better community on offer at Springwood, as well as the better lifestyle through proximity to one of the world’s greatest wine regions, the Barossa Valley. The campaign photography and videography was shot on site, at the Gawler Central Sporting Club, and at an award-winning winery.
Following the development of a marketing strategy, Fuller created:
- Social and cinema short format adverts
- Print and direct mail advertising
- Billboard and outdoor advertising
- New photography and videography
After launching the campaign in November, Springwood had sold all 32 of its lots by January – an unprecedented result for them in what is traditionally a quiet time of year for sales.
Following the launch and roll-out of the second phase of the campaign in August 2019, Springwood recorded their strongest sales month ever, in November 2019.