Property developers invent 'Googonian' culture for campaign

The campaign posits the new development, called Googon, as if it were a new nation of 'Googonians' known for their friendly nature—and for always keeping barbecue tongs close at hand.

Research showed that Australians crave being members of a close-knit group, and the campaign plays on this insight.

“To bring the Googong strategy to life, we invited prospective buyers to become ‘Googonian’,” said Matt Johnson, creative director of Grey Canberra. “We invented a culture with its distinctive cultural devices – this allowed us to deliver the brand’s proposition in a fresh, entertaining and fully integrated manner that will attract more people.”

A teaser campaign, three TVCs, digital and outdoor ads have been launched as part of the campaign. The development will house up to 16,000 residents.

CREDITS

Creative Director: Matt Johnson
Design Director: John Attard
Art Director: David Byrne
Copywriter: Phil Selby