Positioning a big brand in a small world.

Century 21 Prestige Homes commissioned Platform to create a refreshing direct marketing communications piece aimed towards Sydney’s most competitive real estate market — the Eastern Suburbs. Through our research and discovery process, we found the new branch was very people and family orientated. Other important characteristics of the branch were also discovered, such as approachability, friendliness, and humour.

The attributes identified inspired a winning concept — a selection of once-forgotten childhood photographs, combined with an authentic mix of memories and words, working together to tell the founder’s story of growing up as a child in Sydney’s Eastern Suburbs, and the happy moments in everyday life that stay with him today. The unique campaign served to attract and introduce people to the newly launched branch, by creating a story of authenticity, appeal, and integrity.