Sep
22

Campaign Watch: 324 Queen

THE BRIEF324-queen-feature-image

Situated in Brisbane’s ‘Golden Triangle’, and positioned right on the corner of Queen & Creek Streets, location was the key selling point for 324 Queen. Additionally, with strong interest in the property from the Chinese market, our brief was to produce two versions of the video to appeal to both the local and international audience.

Our clients, JLL, Knight Frank and Dexus, chose video because it is a highly effective way of telling the story of the day-to-day experience of the tenants and customers of 324 Queen.


As Knight Frank’s Ben McGrath explained, “We find a short, well-presented film can build excitement while showcasing the investment opportunity at its best.”

THE CHALLENGE

Creatively, we wanted to highlight the building’s prominent corner location by featuring a range of perspectives of the Brisbane skyline. These slow, sweeping aerials were coupled with shots of the bustling Brisbane streets and stunning interiors of the building.

With such strong visuals to work with, the decision was made not to include a voiceover in order to let the powerful images tell the story and hero the building. This approach also made it easy to feature titles in both English and Mandarin to appeal to both audiences.

THE RESULT

Since the launch of the campaign, the video has been viewed more than 278 times, amounting to almost 7 hours of viewing time. The campaign also attracted interest across Asia, accounting for 25% of views and has clearly attracted substantial international attention.

Ben McGrath said, “The campaign is progressing well following the closing date of the official marketing period, where we received numerous bids from international and domestic groups, all of whom had viewed the marketing film.”

Justin Bond from Knight Frank said, “The video was included in almost all of our marketing mediums used throughout the campaign. We were also able to present the asset and the local market to international and interstate clients by showing the video at each and every meeting.”

 

 

 

Bianca Dillon on Linkedin
Bianca Dillon
Digital Strategist at Space Hero
Bianca is an experienced digital marketing strategist and inbound marketer obsessed with digital technology. She is driven to help businesses achieve their goals through customer-focused digital marketing.

With a passion for telling stories that move people, Bianca knows how to be creative, get results on a budget and engage any audience.