'Googong'

One of the ACT region’s most successful and progressive property developer, CIC Australia, in a joint venture with Mirvac, has partnered with integrated communications agency, Grey Canberra, to launch Googong, a new, self-contained township in the Canberra region. The agency has rolled out a new campaign that centres on the concept of a new nation with its own distinctive culture and residents who are referred to as ‘Googonians’.

The launch campaign by Grey centres on the reinvention of the great Australian lifestyle: the Aussie ideal, reinvented. Extensive researches carried out by the agency through online surveys, focus groups and stakeholder engagements have shown that Australians wish to belong to close-knit communities. Grey has thus distilled this finding to launch an integrated marketing campaign to introduce Googong as an idyllic, yet modern ‘nation’ which not only offers modern convenience but also the social advantages that a close-knit community can provide.

The Googong launch campaign across press, television, outdoor and digital taps on the idea of the township as a symbol of holistic living which has its own cultural characteristics – a flag, language, anthem, ceremonial dress and much more.

Developed by Googong Township Pty Ltd, a joint venture between CIC Australia and Mirvac, Googong is a flagship residential project that will be in the future home to 16,000 people.


Targeting contemporary Australians who seek closer community ties, Googong positions itself as a self-contained, thriving township which offers the best of modern living in a green, rural, yet accessible setting.

“We would like for Googong to be the kind of community that Australians have always wanted to be a part of,” said Caroline Whitelum, National Marketing Manager of CIC Australia. “The team at Grey displays thorough understanding of our vision for Googong and we are really pleased with the team’s creative branding strategies, campaign management and strategic thinking that will help position Googong as a top choice for our target consumer market,” she added. “This truly integrated campaign is a testimony of the agency’s renewed focus on idea-driven campaigns with cross-platform potential,” said Tony Mansfield, General Manager of Grey Canberra.

“Our integrated campaign to launch Googong highlights a contemporary interpretation of the Aussie ideal. Googong will provide that ‘tight-knit’ lifestyle, together with all the amenities of a modern town,” he explained.

“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 to build and engage a valuable ‘Googonian’ community that will attract more people to make Googong their home,” he added.

A teaser press campaign, three TVCs, digital and outdoor ads have been launched to path the customer’s journey from initial purchase to moving into the Googong neighbourhood with digital further highlighting the ‘Googonian’ experience to other Australians. For more information, please visit:http://googong.net/

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