client_

Howard Hughes

Project_

Reserve Housing Launch

We're opening doors for local home-buyers.

scroll down

Background_

Locals thought Ward Village was out of reach.

Luxury real estate projects, upscale amenities and a booming housing market fueled the perception that Ward Village was not for locals. That is, until Ke Kilohana. For the first time in Ward Village, a condominium offered homes specifically for local first-time homebuyers. The problem was, the people who wanted it didn’t think they could afford it.

KeKilohana - Lifestyle

Insight_

First-time homebuyers need to feel it.

The dream of homeownership in Hawaii is an expensive proposition that can seem out of reach. To engage in the purchase process, local first-time homebuyers need to feel a real estate opportunity is within their grasp, to see themselves and people like them in the home, and to feel comfortable talking with a sales person.

Solution_

We put local homebuyers into homes.

To help buyers picture themselves at Ke Kilohana, we created stories starring people just like our target audience. The work featured a family, a couple, and a young professional enjoying their lives at Ke Kilohana. The campaign was supported by a Salesforce-integrated website that managed buyers from their initial inquiry through to their actual move-in date.

What they said_

"The Ke Kilohana campaign showcased the inspiring Ward Village lifestyle that local home-buyers could relate to and included groundbreaking tools to help them make their purchase."

Calvin Mann, Senior Director, Development, Howard Hughes Corporation

Localization_

The look of urban island living.

In addition to the collateral and digital work we also refined the visuals to communicate a feeling of urban island living. Everything from finishes to art work and even the people were hand selected and incorporated into the renderings used throughout the campaign.

Results_

  • 375 residences sold in 5 days—
    with a wait list of 400 buyers

Channels_

Print, Website, Digital, Social, Direct Mail

MVNP's Role_

Account Planning & Management, Creative Development, Direct Marketing, Interactive, Media, Production

PREV

First Hawaiian Bank_

First Hawaiian Bank Milestones Case Study

view previous project
view all projects

NEXT

Hawaii Tourism Authority_

Hawaii VR Case Study

view next project