- Brand Strategy
A rent trap?
Sixty per cent of people feel like their rent is overpriced and are stressed by the renting experience — yet we feel powerless to do anything about it.
Mirvac decided it was time for a rental revolution, so they came to us to help them launch LIV Indigo — a breakthrough rental concept, a new brand, and a new category.
Most people rent by necessity, not choice, and are unwilling participants in a system that has treated them as second-class citizens. Renting shouldn’t mean giving up simplicity, flexibility, and respect.
We hit 150% of our goal in email leads
Breaking the bond
We wanted to tap into the feeling that renters are chained to a defective system.
Before launch, we ran an unbranded teaser campaign — under the hashtag #breakthebond — to poke the renters’ nest by using renting frustrations to generate conversation. We got radio personality, Tim ‘Rosso’ Ross, to crash rental inspections and conduct guerilla street interviews to uncover rental horror stories. We pushed the video stories across Instagram and Facebook which drove people to a microsite—www.breakthebond.org—where people could sign up to find out when, and how, renting was about to change.
We achieved 150% of the campaign target set by the client, generating 1,500 leads from potential residents in eight weeks.