December 1, 2015 Blaze

CASE STUDY: 1 Malop pre-leasing campaign

Challenge

Boutique property fund manager Quintessential Equity appointed Blaze Advertising after a strategic and creative pitch. They were impressed by the forward thinking and use of innovative technology that was presented which would ensure they would be noticed in the marketplace and ultimately ensure the campaign had the strongest and most powerful tools behind it.

The project brief was to develop a pre-leasing campaign for their planned $90million, 15,000 sqm office landmark building on an iconic site in Geelong.

The challenge was to impress and drive businesses to relocate to a building which hadn’t yet been built and which could only be seen by means of architectural drawings, renders and 3D Augmented Reality. Ultimately our goal was to secure pre-lease commitments by creating an engaging campaign that appealed to large organizations and head decision makers.

Solution 

Blaze saw this as an opportunity to introduce augmented reality which would show off a building which wasn’t there – why not create it digitally and in 3D.

Through the use of smart phones and tablets the augmented reality technology allowed users to hover over building render ‘trigger’ images on the site signage and also within marketing materials to see the building facades pop-up on their devices in 3D read here. This technology is revolutionary in terms of providing prospective tenants an accurate vision of the site’s stunning architectural features and allows tenants the opportunity to imagine what working life within its walls will be like.

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Results

Quintessential Equity is in advanced discussions with two tenants it expects to be the building’s first clients. WorkSafe, one of the first to engage conversations about a tenancy at 1 Malop, released its EOI to the market late last month which expressed its requirements for 10,000 to 15,000 square metres. Included in this is the possibility of a further potential tenant requiring 5,000 to 7,000 square metres of commercial office space.

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