Frost*collective today launches its ‘PS, I Love You’ campaign for Coronation’s 8 Phillip Street, a highly anticipated, mixed-use development in Parramatta’s CBD, designed by Woods Bagot.
Key to the campaign is an immersive virtual reality experience created by NestVR (part of Frost*collective), offering interested visitors and buyers the opportunity to experience the building’s ‘Studio 54’ rooftop bar.
The exceptionally broad scope of work delivered by Frost*collective for the ‘PS. I Love You’ campaign has involved naming, identity, branding, signage, website and sales book. The premium display suite features a three-bedroom apartment with ensuite, main bathroom, powder room, laundry, kitchen and dining room complete with a balcony overlooking greater Sydney – all built to scale.
“This has been an extremely exciting project for us to be involved in by virtue of its scope but probably most importantly, because we’ve been able to deliver on the immersive VR component,” said Vince Frost, CEO, Frost*collective. “The campaign idea itself – ‘PS. I Love You’ is all about bringing the consumer to the heart of the project. The campaign idea is strengthened by the immersive VR experience, making this an even more powerful campaign.”
This is a technology that allows you to walk around, enter and engage with spaces, pick up objects, peer over a high balcony and adjust your height to experience a range of spatial perspectives. This is contrasted by the common, 360-degree tours which offers augmented reality experiences, falling short of the true immersive, virtual reality experience.
Frost added, “8 Phillip’s Street’s immersive VR is a high-impact customer engagement tool that we will see more of in the industry, replacing the 360-degree augmented reality tours with which we’re familiar. Immersive VR is becoming integral to the sales process.”
Joe (Joseph) Nahas, Managing Director, Coronation Property said, “This is our third significant project that we’ve worked on with the Frost*collective team, and once again, we’re extremely happy with the results. The level of creativity and the range of brand executions the agency has delivered for 8 Phillip Street is outstanding and consistent with our position as a progressive brand in the property sector.”
Coronation wanted to communicate the shift in perception that apartment living is no longer a downgrade from the Australian dream but a lifestyle choice offering a raft of lifestyle and social opportunities.
Frost*collective has worked with Coronation on a number of large developments including the master planned community ‘The Paper Mill’ on Georges River in Liverpool. This involved full scope marketing campaigns for ‘The Paper Mill’ and ‘The Bindery’ apartment buildings. The prestigious Urban Development Institute of Australia’s Meriton Excellence in Marketing Award 2016 was awarded to Frost*collective and Coronation in August this year for ‘The Paper Mill’ project.
Executive Creative Director, Frost*collective: Vince Frost
Senior Designer: Alex McGeechan
Client Services Director: Emma Stone
Account Directors: Simon Wales
Photography: James Green
Copywriting: Fiona Daniels
Architect: Domenic Alvaro, Woods Bagot (commissioned by Coronation)
Renders/CGIs: Binyan and Atelier Illume
Head of Digital, Nest: Martin Hoegh-Guldberg
Digital Experience Lead, Nest: Hai Tran
Technical Lead, Nest: Jeffrey Burns
Digital Producer, Nest: Nathalie Cano
Senior Digital Designer, Nest: Zion Wu
Digital Interface Developer, Nest: Minh Hoang
VR Lead, Nest VR: Mark Edwards
VR Software Developer, NestVR: James Murchison
VR Software Developer, NestVR: Simon Narai
3D Graphics Artist, NestVR: Mark Peel
3D Graphics Artist, NestVR: Tim Grant
Environments Design Director, Urbanite: Maria Briganti
Senior Design Manager, Urbanite: Stefan Khan