Taking the time to do research allowed Assemble to understand who their target market was and how to make their brand offering more appealing.

The ‘Imagine less. Experience more.’ campaign boldly spoke to how their purchase pathway was completely different from the usual off-the-plan homebuying by being genuinely authentic and transparent – to ‘try your home before you buy’. The campaign was informal, intimate and honest – the imagery and video evoked life’s more candid, messier moments when getting to know your new apartment and neighbourhood with family, friends and pets. Capturing moments like the chaos of moving day, first dog walks out into new surrounds, and the first dinner in your new home. In addition, Assemble conducted information sessions where questions and concerns were addressed and offered the services of a money coach.

It was delivered as a fully integrated brand campaign with a digital focus which included a website with greater transparency about the purchase pathway and tools that provided more qualified leads to the sales team. They adopted a human-centred approach to the campaign, website and customer journey, and a brand-led campaign proposition – all of which was hugely successful.