Best Overall Campaign / Marketing Agency of the Ye Nominee
Centricity
Community Agency x Graywood Developments
Casper Awards Submission – Best Campaign Project: Centricity Client: Graywood Developments Agency: Community
The Centricity marketing campaign deserves recognition for its innovative approach and strategic execution, successfully setting it apart in a crowded market. By positioning Centricity as the center of a vibrant urban universe, the campaign resonated deeply with the target audience. The name "Centricity" and the concept of the "Centriverse" conveyed the essence of living at the core of Toronto, where every day starts and ends at the center of a dynamic, ever-changing environment.
The campaign's copy and visual elements broke the mold of typical condo marketing, creating a playful and other-worldly brand narrative. The logo, with its morphing letters and hot pink accents, emphasized Centricity's central location and disrupted traditional real estate branding. The type, tone, and imagery further reinforced the brand's unique identity, combining multiple perspectives and messages to evoke a sense of wonder and adventure.
KPIs highlight the campaign's success: • Over 500 non-agent registrants and well over 4000 including agents. • Extensive sharing by broker partners and significant engagement at the VIP Launch Event with 150 attendees. • Effective use of the video as a promotional tool at the Presentation Centre.
The cohesive brand approach was maintained across all channels through the consistent use of "Centriverse" language, visual identity, and kinetic movement. This imaginative and dynamic branding, inspired by Christopher Nolan films, ensured that Centricity stood out in the marketplace. By breaking traditional boundaries and creating a compelling narrative, the campaign successfully captured the imagination of potential buyers and positioned Centricity as a premier choice for downtown living.
