A Boutique-Inspired Campaign
The Cardiff by Sierra Corporation
Feeling the heartbeat of the city, and the pulse of unprecedented sales
Our research into the neighbourhood revealed the possibility of a unique brand positioning for the target market - predominantly those with an average household income of $202K. Affluent immigrants, successful Baby Boomers and Gen X-ers were discovered to be the primary group with the most buying potential, AKA “The Beau Monde” class.
To appeal to this target, we gave this building a very elegant and fashion-forward brand and named it The Cardiff
- a Torontonian homage to the roots of the area. Like powerhouse brands such as Gucci and Louis Vuitton, The Cardiff’s campaign visuals emulated a sleek and elegant feel, catering to the exclusive and boutique lifestyle desired by this demographic.
Inspired by this concept, The Cardiff’s interior design team wove these boutique forms into every facet of the building’s DNA, resulting in a staggering 100% sell-through rate in just 14 days.
Branding & Positioning
Pop-Up Presentation Centre