Best Overall Campaign / Marketing Agency of the Ye Nominee
Reside on Richmond
The Community Agency & Originate
Casper Awards Submission – Best Campaign Project: Reside on Richmond Client: Originate Developments Agency: Community
The Reside on Richmond marketing campaign stands out for its innovative concept and strategic execution. Launched last fall, it introduced a new condominium in downtown Toronto at Richmond and Bathurst. Emphasizing the benefits of residing on a quieter street, steps away from the lively Queen and King Streets, the campaign appealed to our target audience, resulting in numerous suite purchases.
The campaign proposed a unique proposition: enjoying the distinct vibes and values of three interconnected streets, paired with exceptional amenities and quality construction. This narrative positioned Reside on Richmond as the ideal home for investors, first-time buyers, and local rightsizers.
A key differentiator was leveraging the celebrity endorsement of Toronto Raptors star Scottie Barnes. His genuine promotion of the building, along with the tagline "I Reside on Richmond," created a memorable and cohesive brand narrative. This tagline was consistently used across all marketing platforms, including the project website, brochures, videos, digital and social media advertising, print, and signage.
The campaign's effectiveness is evident in its impressive KPIs: • 70,000 video views within the first 24 hours, reaching 160,160 to date. • 100% positive comments on the video. • Social media followers grew from 520 to 2,500. • Extensive outreach with 9 circulations on ethnic advertising, 12 downtown billboards, and 1,200 printed brochures, 300+ digital brochure views.
By integrating a strong brand story, leveraging celebrity endorsement, and maintaining a cohesive narrative across all channels, the campaign exceeded client expectations and successfully positioned Reside on Richmond as a premier downtown living choice.
