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OTTO Mermaid Beach

Creative Strategy and Development

Challenge:

Mermaid Beach on the Gold Coast is in the midst of a property boom. The eclectic suburb is located just south of the main entertainment district Broadbeach and offers a unique and vibrant lifestyle for residents. SMART was commissioned to develop a name, creative solution, strategy and media schedule for the newest development by Morris Property Group.

Idea:

To live in Mermaid Beach is to experience an authentic, evolving and always changing lifestyle.

From mornings spent beachside through to evenings at the Coast’s most in-demand restaurants, a short stroll from home, it is a lifestyle without comparison.

The creative centred around the idea of True Story, speaking to the unique history of the suburb and its highly anticipated future. It also addressed the diverse range of entertainment, shopping, dining and lifestyle options available to residents. 

We captured this dynamic lifestyle through a range of photography and video assets, developed entirely in house.

These assets were utilised in a cleverly targeted digital marketing campaign, including YouTube prerolls, complemented by press placements, an eDM strategy and REA and Domain placements.

Impact:

In the month following launch, the project received exceptional enquiry with a significantly lower cost per sale than other Morris Property Group projects. In addition, as of March 2017, OTTO Mermaid Beach is among the top 30 most viewed developments on REA Queensland, despite having only been on market for six weeks.

Video

Photography 

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Brochure 

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Sales Display  

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