Scharp - Creative Studio

Posted 22nd August, 2017

Cowper Residences Released

Located on a quiet tree-lined street at 34 Cowper Street Footscray, Cowper Residences is a unique collection of contemporary Terraces, SOHOs (Small Office Home Office) and Apartments.

Designed by award-winning architects ClarkeHopkinsClarke the mixed-use development offers a variety of options for investors and first home owners alike.

The terraces offer the ultimate experience in urban Melbourne living where you can enjoy luxurious privacy in an elegant, modern designer townhouse. The SOHOs are 2-level New York inspired apartments, featuring office space at ground level, whilst The Apartments have city views from level 2 upwards. All SOHO and Apartment residents have access to the on-site gym and rooftop terrace with a never to be built out view of the CBD.

Cowper Residences proudly celebrates Footscray’s history and artisan vibe, acknowledging the area’s industrial heritage with its use of materials and finishes. Optional upgrades are available across the range, lifting the finish to an even higher level of quality with herringbone timber floors and luxury brass fittings.

Scharp delivered all the creative for Cowper Residences, from the marketing strategy and branding, to the delivery of the display suite and media marketing. Every aspect of the campaign was produced in-house, including 3D visualisation, print and digital collateral, virtual reality headsets, iPad and touchscreen interactive apps through to signage.

Our in-house media buying and advisory services enabled us to react to changing market conditions and deliver a well-rounded, holistic sales campaign. Constant analysis and reporting helped us focus our advertising and adapt accordingly.

As a brand, we feel Cowper Residence stands out from the pack, not only drawing the eye, but celebrating the diverse people and culture that has seen Footscray become one of Melbourne’s most exciting suburbs to live and visit. It successfully blends the architectural aesthetic of the project with a bright colour palette drawing inspiration from the local design scene.

Our marketing strategy targeted the local buyer and aimed to build support and interest within the community whilst supporting local endeavours. Engaging the community was at the very core of this project, and we embraced Footscray’s creative spirit and culture with the appointment of four local artisans.

The Cowper artisans featured throughout the marketing campaign, appearing in the movie as well as the brochures and printed collateral. They brought a unique touch to the display suite, with fresh bouquets of flowers provided by Flowers on Barkly and furniture from Yellow Diva.

The public launch and grand opening of the display suite on the 22nd July was a great success, with 25% of sales completed by end of launch weekend. Within the display suite, a mix of traditional media and emerging technology catered for buyers of all ages. Queues quickly formed to use the Interactive touch screens and virtual reality headsets, which offered a unique, interactive approach to buyers.

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