MoPo Apartments

Savi underwent an extensive process whereby we conducted research into the competitor market, project location and architecture. We identified that the primary buyer demographic would be from the local market within a 7-10km radius of Moonee Ponds. To capture this market, resolve the brief around a brand ambassador and interior consultant, we approached celebrity interior designer Darren Palmer from the well-known TV show The Block. Savi then developed a brand that celebrated the key attributes of the project, the building, interiors, ambassador and location. The name, an abbreviation on the suburb, MoPo used a powerful brand language to bring the benefits of the project to the forefront of purchasers minds.

Our brief was to develop a brand for a product that did not exist. To enable potential purchasers to imagine living in the completed Moonee Ponds property development, Savi developed a fully immersive brand experience with MoPo. With a clever brand language, the collaboration with Daren Palmer and carefully considered art direction across photography, 3D rendering, animation, experiential and motion, Savi were able to develop the necessary applications to deliver effective communications. The applications included advertising, project brochure and video, Darren Palmer Styling Tips book and video and facilitating Darren Palmer launching the display suite to the general public.

MoPo was the first multi residential development to use a celebrity as both an ambassador and interior designer. Darren Palmer's ideas and work from The Block were now accessible to the public via MoPo. To leverage Darren's brand equity and authentically engage the local buyers, Savi art-directed and produced a photoshoot and video series, shot inside the DP designed display suite. This afforded us a unique opportunity to show the actual high spec finished product to consumers via stills and video and not rely on 3D renders. When designing the MoPo display suite, we were mindful of how to deliver great photography and video content as well as develop a full immersive sales experience.

Each component of the MoPo brand was crafted to ensure the highest level of execution. The MoPo brand language enabled us to present a lot of content into digestible consumer friendly categories. Architecture, interiors, location, lifestyle.

The MoPo brand connected purchaser with product very effectively. MoPo received an equated total of $270,000 of free publicity due to Darren's involvement and extremely high level of enquiry across MoPo advertising, print, online and outdoor. The result of 55% percent of sales within the first few months. With current sales of over of over 80% construction has commenced.