PPM commenced marketing the 27-storey tower with a unique viral marketing approach that delivered lineups on launch day.
Wave is located in one of the most competitive markets in the Province, with more than 3,200 new units entering the market in an eight-block area. Additionally, new mortgage amortization laws were introduced just after the project launch, which effectively reduced and restricting condo investment.
PPM generated viral marketing and social media success by constructing a full-scale, glass-walled show suite in a busy local mall. Three actors were hired to live in the suite for 45 days and follow a scripted format presenting the suite benefits while they received planned visits from entertainment and sports celebrities.
The resulting television and print media coverage delivered wide spread exposure as the Internet “reality show” became viral and social media success intensified buyer-anticipation, resulting in PPM selling-out 172 units on opening sales day.
The campaign was created to present the building’s unique interior space, so the glass suite and all related collateral, social media and coinciding radio, print and Real Estate broker campaigns focused on the floor plans and building design.