Commercial real estate giant Dexus has launched the next phase of its ‘Space for Your Best Work’ brand platform, with an integrated campaign from The Hallway that breaks new ground in the commercial real estate category.
Dexus, one of Australia’s leading property groups which manages a $36.5 billion portfolio, is showcasing its diverse property offering, which includes office, industrial, healthcare and retail asset classes.
Rather than conforming to category norms of showing workspaces and people working within them, the campaign, ‘Before Day One’, elevates the moment just before a Dexus customer moves into their new space. In its stillness and silence, the moment marks the pause between the end of Dexus’s preparations and the start of something important for the customer: a new venture, an expansion, a merger, a fresh start. As a result of research, planning, negotiating, designing, future-proofing and customising, Dexus has created a blank slate: a space for your best work.
Raechelle Inman, chief marketing officer at Dexus said: “As the commercial real estate brand category leader, we pride ourselves on creating bespoke solutions for our customers across our office, industrial and healthcare asset classes.”
“This campaign recognises not only the diversity of our portfolio, but the work we put into our spaces and the moments just before we hand it over for our customers to use. We are delighted with what The Hallway has produced to further build on brand positioning work they did for us two years ago.”
The last iteration of Space for Your Best Work platform helped Inman and her team win 2020 Marketing Team of the Year at the Australian Marketing Institute Awards for Marketing Excellence as well as picking up the 2020 State Award for Integrated Marketing Communications Program.
Simon Lee, ECD and partner at The Hallway added: “Space for your Best Work is a great example of an affective brand platform – delivering well above target, from brand metrics right through to acquisition. This latest work is set to up the ante even further.”
The campaign includes a suite of films (from 60s to 15s and 6s) that will roll out across online video, television, display and social media. The Hallway also managed media planning and buying.
Credits:
Client:
Dexus Chief Marketing Officer: Raechelle Inman
Dexus Senior Manager – Brand, Operations and Digital Marketing: Kylie McIntyre
Dexus Marketing Executive – Brand and Digital: Emma Phillips
Agency:
The Hallway
Production:
Production Company: Collider
Director: Yeo Seop Yoon
Executive Producer: Karen Bryson
Producer: Isabel Stanfield
Sound: Uncanny Valley
Grade and Online: White Chocolate
