“We have a strong ethos that sites should be design led, and that quality and place making should be paramount. Elastic Creative have been fantastic at applying this ethos to create our branding and marketing campaign for VOX Dundee and their expertise in social media channels has been revolutionary in creating awareness of our development.”
Eve McCurrich, Development Manager
Award winning property regeneration specialists, Whiteburn Projects, briefed Elastic to deliver a branding workshop and vibrant brand strategy for their transformation of the old Dundee College building on Constitution Road, Dundee.
This mid century icon has fantastic residential and workspace potential, and our task was to sell this potential to potential inhabitants and investors at the planning stage – therefore building public support for the project long before work begins on site.
The first part of the process was to hold a brand workshop with the Whiteburn team, in order to develop good foundations for the brand development and selection of relevant marketing channels.
The workshop also allowed us to identify that the target audience for VOX is aged 21-45. Based on this we developed a digital marketing strategy, based around a captivating responsive website and strong social media promotion.
In particular, motion graphics and video production formed the central part of our digital strategy. A series of short attention grabbing videos were created and targeted closely to the Dundee and St Andrews areas.
These motion graphics pieces gradually revealed more and more about VOX, engaging with the audience to register their interest, and comment on what they would like to see.
Additionally, the creative materials developed have given Whiteburn the flexibility to roll out similar projects across other Scottish cities.
By targeting the Dundee area, and using Facebook, Linkedin, Twitter, Vine and YouTube, we engaged the target audience and raised awareness for the next stage of the campaign.
The results speak for themselves: