The Benson Toorak
Client St. Peters Parish
Project Type Independent living apartments
Services Advisory and marketing
Location Toorak, Victoria
Deep customer insights deliver an enviable lifestyle and sales success
With apartments ranging from $1.5 to $6 million, The Benson was priced at levels not seen in the Victorian retirement living sector. Yet this 34 apartment development intentionally has only modest community facilities. Informing the product design, One Fell Swoop determined that the highly discerning audience didn’t want to be restricted to the facilities available in the development for leisure and entertainment but wanted to continue to enjoy the very best Melbourne has to offer.
The target market for The Benson was high-net worth seniors, fiercely proud of their achievements and current Stonnington address. The brand campaign we created embraces these qualities through visuals of Toorak’s high-end shops, restaurants and a confident language — with sophisticated illustrations of Grecian art peppered across the campaign. Over 80% of apartments were sold six months out from completion.