The high-end complex is targeted at the growing number of super-rich Saigonese and is poised to be the country’s first construction project with an overhead garden, a feature that is popular in more modern cities, such as New York and Chicago.
Thai Thinh Capital, the property developer, wanted a consumer engagement campaign that would generate buzz among the country’s social elite while differentiating the property in an increasingly crowded condo market.
Sabyasachi Mishra, Lowe Vietnam’s MD, commented: “The campaign is a departure from the clichéd images of happy families and beautiful interiors used in apartment marketing in Vietnam. The keys were designed as fashion pieces to be worn by both men and women to identify them as Richland Hill buyers.
The insight was how consumers were getting less inhibited about showing off their enjoyment of high-end goods. Why can’t an apartment be positioned in the same way as a desirable fashion brand, such as Gucci?
“With a minuscule budget and our clients’ need for rapid consumer response, our strategy was to elevate ‘luxury’ to ‘glamour’ and the gold key was the perfect symbol to use.”
Property prices in Vietnam have skyrocketed in recent months due to speculation among locals that condominium unit prices would exceed US$3,500 per square metre.
