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8 Carrara Rd

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Andrew Ipkendanz

Positioning & Integrated Branding

Overview

8 Carrara Rd is a home Sydney Harbour has never seen before. Built on over double block at Hermit Bay, Vaucluse, it enjoys gun barrel views over the Opera House and Harbour Bridge. Designed by Peter Stutchbury, the house took seven years to build, its owner determined to create ‘an iconic Sydney Harbour House.’ On the market for USD 75 million, 8 Carrara Rd sets a new benchmark not only architectural design and environmental sustainability but ultra-prestige pricing. Our job was to position and brand this new property for an elite international market and create a marketing campaign that would help make history.

On the market for USD75 million,
8 Carrara Rd sets new benchmarks not only architectural design and environmental sustainability but ultra-prestige pricing.
Strategy

The world of ultra prestige property is a mercurial one. People often buy on the basis of who has owned before, the price tag representing entry into an elite social circle. So in positioning and branding 8 Carrara Rd, we had to rethink this equation. The property was brand new and had never been owned before. In essence, it was without history. Turning this and the uniqueness and ambitiousness of its creation into an advantage, we positioned the property as an opportunity for its new owner to ‘make history’ and be the very first to own it.

We positioned the property as an opportunity for its new owner to ‘Make History’ and be the very first to own it.
Identity

The purity and simplicity of the house design and architecture led us to create a very subtle and unadorned identity. We did not create a name for the house. It was simply and definatively, 8 Carrara Rd. Focussing on its fortuitous block number (8) and underscoring its location on the iconic Sydney Harbour, the name and identity system overlays a vision for the elegant, relaxed and contemporary lifestyle on offer.

The purity and simplicity of the architecture led us to create a very subtle and unadorned identity.
Film

8 Carrara Rd presented its new owner a rare opportunity. To be the first to own it. To make history. The idea for our film was to dramatically showcase the property’s iconic location, architecture and materials but to do it in a way that communicated and revealed a series of events that had never been experienced before. From waking up in its master bedroom, to plunging into its infinity pool, to enjoying a New Year’s Eve firework display from its decks.

Our film dramatically showcases the property’s iconic location, architecture and materials, and reveals a series of events never experienced before.
Digital

With an elite global audience in mind, we created a simple, content-rich website to provide buyers and international media an inspiring narrative, photo gallery and film on the property. Designed for easy viewing on desktop and mobile devices, the campaign launched with a teaser site and transitioned to a full site containing a comprehensive yet concise story on the property and invitation to contact the agent to be ‘one of the first to view’.

Photography

Using one of Sydney’s best fashion and lifestyle photographers and stylists, we created an image library on 8 Carrara Rd that captured both the lifestyle and architectural wonder of the property. Being new, the house was unfurnished. To help storytelling, we subtly propped and styled a series of ‘never before’ scenes. The curated photos and video were made available to international media for articles as well as being used in our branded content and collaterals.

To help storytelling, we subtly propped and styled a series of ‘never before’ scenes. 
Collateral

Delivered to 3,000 high net worth individuals around the world, this simple, gatefold piece, invited recipients to ‘Make History’ and contact the agent for one of the first private viewings. Perfumed with cedarwood oil, it opens to reveal an iconic dining scene at 8 Carrara Rd overlooking Sydney Harbour, with the words ‘Never feasted on before’. Evoking a sense of excitement, scale and social possibilities, the piece teases people to go online to experience more.

Delivered to 3,000 high net worth people around the world, this simple gatefold piece, invited recipients to ‘Make History’.
Momento

An experience at 8 Carrara is hard to articulate. It is multisensory. The architecture, natural materials, views, light, glass, connectivity with the harbour. To keep visitors in the moment and 8 Carrara top of mind, we created a unique sculpture and take home gift. Working with the designer of Sydney Opera House gifts, the momento captures the essence of the house and its materials. Individually named and numbered, each underscores the rarity of the opportunity.

To keep visitors in the moment and 8 Carrara top of mind, we created a unique sculpture and take home gift
Advertising

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PR

The primary reason we chose a content marketing strategy with online distribution for 8 Carrara Rd was that by capturing and telling its story in rich media we created an asset bank that could be used by local and international media to reach millions of high-net-worth people around world. So far our video, photography and “Make History” story content has been featured in more than a dozen leading news and lifestyle publications across Asia, Europe and North America.

By telling its story in rich media we created an asset bank that could be used by international media to reach millions of high-net-worth people around world.

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