2009 National Sales and Marketing Award: Giraffe Condos, Toronto
Giraffe Condos, Toronto / Best Overall Ad Campaign/Best Signage
Builder: TAS DesignBuild
Ad agency/PR firm: LA Inc., Toronto
It's tall, angular and graceful. You can find it in a zoo or in the popular Bloor Dundas neighborhood of Toronto. It's the Giraffe, but the one in Toronto is several stories taller than the zoo dweller and eats less.
"It's a fun, quirky name that reflects the personality we wanted to give this building for the people were going to buy," says Daniella Andrews, senior account director for ad agency LA Inc.
LA Inc. helped its client, TAS Design/Build, find a brand personality for this project that is relevant to the target market, the neighborhood and the architecture.
The objective of both the signage and the overall advertising campaign was to drive pre-registration and change perceptions about the neighborhood, motivating those who already live there to consider moving up to Giraffe and those who don't to see the area with fresh eyes as a new and exciting place to be.
"This area doesn't have a lot of new condos," says Andrews. "It's an area in Toronto — Bloor Dundas — where there tends to be a lot of older rental buildings. So we're really paving the way there with brand new condominium development."
Intro: The 2009 National Sales and Marketing Award Gold WinnersSite Point, Baltimore | Best Attached Community of the Year / Best Urban Sales Office / Best Brochure for a Community Priced over $1 millionBridgeland, Cypress, Texas | Best Master Planned Community of the YearThe Trails at Brightwater, Huntington Beach, Calif. | Best Detached Community of the YearRitz-Carlton Residences Inner Harbor, Baltimore | Best Design for an Attached Community / Best Landscape DesignMiraval Plan 313 at Stapleton Court Homes, Denver | Best Single Family Detached Home Priced $400,000 to $650,000Port 121 at Seabridge, Unit J, Oxnard, Calif. | Best Interior Merchandising of a Model Priced $400,000 to $650,000Five Lanterns at Pinehills, Residence One, Plymouth, Mass., and The Ridge at Cintarosa, Scottsdale, Ariz. | TIED – Best Interior Merchandising of a Model Priced over $1 millionThe Ridge at Cintarosa, Scottsdale, Ariz., and Five Lanterns at Pinehills, Residence One, Plymouth, Mass. | TIED – Best Interior Merchandising of a Model Priced over $1 millionCelebrate by Del Webb, Fredericksburg, Va. | Best brochure for a Community priced under $400,000 / Best Marketing Campaign for a Green Built CommunityGiraffe Condos, Toronto | Best Overall Ad Campaign / Best Signage1010 Midtown, Atlanta | Best Color Ad / Best Series of Related Print AdsSimonini Builders Corporate Brochure | Best Corporate BrochureMYC Condos, Toronto | Best Brochure for a Community priced $400,000 to $650,000Artesana Rosewood Residence, San Miguel de Allende, Mexico | Best Black & White AdNXT at Windemere by the Lake, Toronto | Best Graphic ContinuityShappell Matchmaker Campaign | Best Internet Marketing Campaign'1' Hotel, Mammoth Lakes, Calif. | Best On the Boards Ad CampaignAdditional Gold Award WinnersJudges – 2009 National Sales Marketing Award