CIRQ POINT COOK SUCCESS STORY

In mid-May, The CIRQ townhouse project, located near the heart of Point Cook’s Town Centre completely sold out Collection One within a mere 48 hours. With the sales suite opening at 9am on Saturday May 13, an incredible 22 of 23 townhouse properties were gone, with the one remaining townhouse quickly snapped up the following day. Within a further 6 weeks, 30% of the development fully sold out. Roll forward to November 2017 and 85% of CIRQ has been sold, with 60% going to Owner Occupiers and 40% to Investors. Feedback from Development Victoria suggests that signage and the website, both created by Blaze were instrumental in generating excellent buyer interest.

Strategically named, branded and marketed by Blaze
Appointed to brand and execute strategic marketing for the Development Victoria (previously Places Victoria Project), Blaze devised a naming strategy that tapped into the convenient location of CIRQ – where residents would be able to enjoy a 360-degree lifestyle, being literally steps away from shopping, dining, transport, education, municipal and sporting facilities. A premium look was created to match the up-market, exclusive feel of townhouses, which were designed by award-winning architects Rothelowman and landscaped by Aspect Studios.

Communication channels created by Blaze:

  • ROI property website with enquiry functionality
  • eDM campaign to generate, reinforce and strengthen buyer interest
  • Printed IM brochures and townhouse product brochures
  • Individual townhouse names to give each product unique appeal
  • Signage and assistance with Sales Suite display
  • Digital display advertising

Strong sales continue to dominate
At time of writing CIRQ is about to release its seventh collection within the development. It’s clear to see this a sales campaign that will go from strength-to-strength as further stages are released.

Thinking of turning your next project into a best seller? Talk to Blaze first.

Leading from the front with PwC

In 2016 and 2017, PwC’s Employer Brand moved into bold new territory. A fresh and distinctive graduate campaign and EVP was deployed, along with an enhanced careers site –complimented by further activations in partnership with PwC’s National HR Team. Nearly two hard years of effort has culminated in some remarkable outcomes. With the company rising up the ranks of desirable employers, and Blaze’s graduate campaign being credited with delivering an enormous 67% year-on-year increase in applications.

PwC are now in the enviable position of being able to hand-pick the best minds from right across Australia. While other top businesses are still building strategies to attract STEMS candidates (Science, Technology, Engineering and Maths), PwC has been given a resounding head-start in the talent attraction race.

Blaze’s PwC campaign was unique, both in content and design – resulting in it being shortlisted as an AGDA Award Finalist for Design Effectiveness in 2016. Despite all the achievements to date, Blaze has not stood still in the creation of further out-of-the-box ideas.

Market-first Augmented Reality
Collaborating with PwC’s Augmented Reality providers Plattar, this year we launched a market-first App for graduates, called ‘Pathfinder’. Targeting students and those soon to finish studies, the App showcased the meaningful work PwC do across industries as diverse as Fashion, Fin-tech, Law Enforcement and Health. Built to recognise visual triggers and launch 4D animations and motion, it has generated much comment at the company’s signature events. With gamification and story-telling embedded, the App is currently available on Google Play and the App Store, and will continue to run and compliment on and off-campus activations throughout the year. This App is currently an AGDA 2017 Design Effectiveness finalist.

PwC’s official rankings go sky-high
Following on from Blaze’s campaign launch and roll-out, and in partnership with operational initiatives by PwC’s National HR team, PwC were officially recognised in the Financial Review Top 100 Graduate Employer list with a 2nd place ranking, rising from 5th place last year (http://magazine.afr.com/top100-grads/top100/). Compiled in February 2017, this rise in rankings, which is produced in association with website GradConnection, put PwC ahead of a lion’s share of Australia’s top employers – including IBM, KPMG, EY, Nestle and Apple. The rankings are based directly on information taken from students, not judges. PwC took an enormous 15% of the popular vote, being nominated by students as the first place they would most want to work. In a separate survey this year entitled ‘Australia’s Top 100 Graduate Employers’, compiled by GradAustralia and The Australian (https://gradaustralia.com.au/top-100-employers), PwC also excelled. Ranking 3rd ahead of Apple, CBA and Facebook.

Both outstanding results were further reinforced in May 2017 with PwC being named by officially LinkedIn as the company most Australians want to work for. (https://www.linkedin.com/pulse/linkedin-top-companies-2017-where-australia-wants-work-roughol)

Blaze’s outstanding campaign work showcased by LinkedIn
Particularly satisfying has been the inclusion of Blaze’s strategic and creative work in the LinkedIn’s Top Attractors Employer Brand Showcase publication ‘Benchmark your Employer Brand – Tips and strategies from Australia’s most attractive employers’. Just 3 top organisations were selected – PwC, Atlassian and AirBNB. Notably, Blaze’s work with narrative from PwC’s National Employer Brand Leader Jessica Tucci was included first as the lead-in example.

Interested in how Blaze can lift your employer brand, and talent attraction prospects? Speak to us today.
For information on the PwC Pathfinder App, visit http://www.pwc.com.au/student-careers/pathfinder-app.html . If you’d like to download LinkedIn’s Australia Employer Brand Showcase eBook featuring insights from Blaze’s recent PwC campaign, visit https://business.linkedin.com/en-au/talent-solutions/cx/2016/8/most-attractive-employers

Blaze adds expertise to Rio Tinto India

With an unrivalled Employer Branding reputation across 5 Australian states, Blaze is now broadening its market reach with HR focused projects overseas. Partnering with Rio Tinto, Blaze has created a fresh Employer Brand Essence especially for India, tailored to resonate with this unique and fast-moving career market. Grounded in research led by National Research Manager Rory Challen and conducted qualitatively at Rio Tinto India’s headquarters in near New Delhi (Gurgaon) as well as via online surveys, Blaze were able to create distinctive material for this careers market that would resonate and engage, while adhering to strict Rio Tinto Global Branding principles.

Research insights that interpreted the local mindset and mapped the challenges
Using a combination of quantitative surveying and qualitative discussions, we quickly discovered that when it came to the Mining sector in India and drawing candidates to it, the challenges were many. For a start Rio Tinto was not well known, as many were unaware it was a global business. Then there were the perceptual concerns generally around the industry’s safety and support for its employees. What was needed was a suite of material that would show the reality of working for Rio Tinto India. A company that was different in its professionalism, global links and care for its employees.

Creative that closed perception gaps
Blaze generated creative executions that could be applied consistently across digital display, websites, outdoor, print and other channels that would reassure and relate to candidates, and at the same time lift awareness of Rio Tinto India’s credentials. The material was also flexible enough to be used within online job boards such as Monster India as well as for tactical recruitment campaigns. Messaging was utilised to counter researched perceptions and present the organisation locally as a respected global organisation that gave employees access to a culture of supportive colleagues, management and safe principles with the ability to leverage leading technology and international know-how.

Seeking an Employer Brand Specialist that can think and act globally? Talk to us today.

WHO’S CALLING IT QUITS?

October means spring-time. It’s a great time to get outside, enjoy the fresh air and get active.  If you’re a smoker, that makes it an excellent time to make the most of the sunshine without your cigarettes.

Blaze partnered with Burston Marsteller PR to develop a #QUIT4OCTOBER awareness initiative. The initiative for the Lung Foundation of Australia captures and celebrates quitting experiences and successes during this month.

It was formulated around the research insight that smokers who go without cigarettes for an entire month are 5 times more likely to quit for good.

The initiative launched with a video created by us, showing smokers placing a cigarette into a drilled hole and making their own pledge to #QUIT4OCTOBER. Slowly, an image is gradually revealed in the perspex installation as an added surprise. The thinking behind this unusual video and activation set at Sydney’s busy Circular Quay was to focus on the positive aspect of quitting. Something which until recently has been sold by using negative imagery and shock tactics. Taking this fun approach saw 440 people pledge to quit on the day and October has only just begun. If you know someone who might be interested or already attempted to quit, give them the extra encouragement they need to make an attempt to quit and send them the link to our #QUIT4OCTOBER video. They’re not alone in trying, and with a few more attempts, they might just beat the cigarettes for good.

For more information, visit quit4october.com.au

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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CASE STUDY: SA Police Talent Attraction

Challenge

Many people have misconceptions about a career with SA Police, and policing organisations in general. Often they are seen as a place to wear a badge and uniform, and not for the human side – where interaction with the community, and supporting it is paramount. What was needed was to take our target group (Males & Females 25-40, indigenous & non-indigenous) on a journey which would show the human qualities of the job. Educating, engaging and converting interest in SA Police into action and applications.

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Solution

Rather than relying on communications that would just attract attention, we replicated interactions that a candidate might experience as a serving officer. Every day scenarios that had real potential to escalate into dangerous criminal situations. In using this narrative, we identified human attributes we all share – but that officers are trained to draw on in certain situations. The 4 stories, and 17 films created demonstrated to our target audience that you’re much more likely to get personal satisfaction and fulfilment than the average person with SA Police. This allowed us to achieve several belief change milestones. From engagement to awareness, our audiences could recognise they had these attributes, but weren’t putting them to the best use within their current roles. To drive the message home, we used a powerful combination of advertising, social and rich media – which worked seamlessly to communicate with our audience across various touch-points.

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Results

The campaign delivered strong numbers, including:

  • 1.4 million Digital Impressions
  • 1.25m Facebook Impressions
  • 40% lift in quality application numbers