LIV by Mirvac
Simultaneously launching a new brand, product and category to revolutionise the way people live.
In Australia, there are really only two options available for people - to buy a home or rent. This is where LIV comes in - to give Australians the security of home ownership with the flexibility of renting. Working with research and insights agency Kantar, the strategic brief was centred on the idea of creating ‘a home built around you’, which was built around 3 key proof points - simplicity, flexibility and connection.
With this in mind, we created a series of campaigns including a pre-launch campaign (Break the bond), brand campaign (Expect more…), Lead gen campaign (It’s time to move on) and an ongoing nurture campaign.
The rollout included BTL and ATL campaigns, Spotify ads, merchandise, internal comms signage and wayfinding, PR, as well as video, animation and illustration for developing the overall brand. A few of the key pieces are visualised below.
Campaign strategy
Design direction
UX, UI & Web Design
Creative Director: Tristan Velasco
Animator: Sean Pointing
Copywriter: Celina Siriyos
Designers: Natalie Wong, Becky Gillis, Rebecca Odey
Illustrator: William Nghiem
Video Editor: Shea Bennett
The brand.
LIV brand character: ‘The practical optimist’
With this in mind we created a visual identity that evoked positivity, empathy and had a casual, real vibe. The imagery is candid, saturated and focussed on people. The typeface is friendly and open and the tone of voice is one that is welcoming, comforting and empathetic. The brand was brought to life through illustration and typography across merchandise, signage and wayfinding, digital, apparel, print and much more.
#breakthebond
We wanted to tap into the feeling that renters are chained to a defective system.
Before launch, we ran an unbranded teaser campaign — under the hashtag #breakthebond — by using renting frustrations to generate conversation. We got radio personality, Tim ‘Rosso’ Ross, to crash rental inspections and conduct guerilla street interviews to uncover rental horror stories. We pushed the video stories across Instagram and Facebook which drove people to a microsite — www.breakthebond.org— where people could sign up to find out when, and how, renting was about to change.
THE RESULTS
We hit 150% of our leads target
Expect more…
The launch involved out-of-home media, targeted digital campaigns and nurturing the leads we’d earned through #breakthebond.
To play up the idea of ‘positive difference’ we asked people to ‘expect more’ from their home. The line was flexible enough to fit different formats and spaces — letting us point out specific benefits, features or brand messages when it made the most sense.
THE RESULTS
Our 60s explainer animation CPV was 1/5th of the average, with view rates of 26.3% (average is 18%)
It resulted in direct conversions — something that a YouTube awareness campaign doesn’t really do. Especially for real estate.
