Kallo Finalé

Background
Kallo is a residential estate located in Melbourne’s booming northern growth corridor. With 90% already sold, this thriving community is well entrenched with residents.

Traffic were tasked with the responsibility of taking over the final land release to breathe new life into the estate and generate awareness.

The greatest challenge Kallo faces is its close northern proximity to Stockland’s Cloverton estate. Additionally, the existing website was outdated and failed to meet the needs for a final campaign push.

Strategy
Location is everything and the final release for Kallo is positioned on a prime triangle of land close to key infrastructure and amenities. The final release also plays host to three banks of townhouses fronting Merri Creek Nature Reserve.

The townhouses, which offer buyers a premium yet affordable location with an uninterrupted outlook spanning the nature reserve, saw Traffic propose a Kallo sub brand ‘Finale’ to be created, alongside the design and development of a custom campaign microsite to house the final stage release and townhouse pages.

Solution
The campaign centred on the idea of a celebration focusing on bright and festive design cues, creating a unique, eye-catching look and feel for the final stage. Not only the celebration of the final piece of Kallo, but also the premium location within the estate. The reference to festivities, bright colours and fireworks is reflected throughout the designs both online and print. Designed for maximum impact and Top-of-Mind awareness, the billboards on site stand out in direct contrast to its competitor designs that sit alongside.