Phoenix raising bar on luxury apartment living in new campaign via Twenty20, Melbourne

Melbourne’s newest architectural landmark in the making, the Phoenix building at 82 Flinders Street, launched a new campaign via Twenty20 over the weekend to promote the release of its luxury, full-floor apartments. 

Twenty20 Communications has developed a distinct campaign for Phoenix that breaks the mould of traditional real estate advertising and takes advantage of Phoenix’s unique offerings.

Created by the award-winning Fender Katsalidis Architects (Eureka Tower, MONA, Ian Potter Museum of Art), Phoenix offers buyers their own floor – 28 apartments over 28 levels.

Twenty20’s Angus Williams, who oversaw creative on the project, said the ‘I am’ concept the agency devised highlighted the full-floor ownership as well as the lifestyle possibilities Phoenix provides: “The Phoenix apartments offer something different – a whole floor to yourself where the lift is your door – so the advertising had to reflect that,” he said.

“We’ve created a campaign that really focuses on Phoenix’s market, unlike other real estate ads that emphasise a building’s ‘glass and steel’.” 

The campaign features four executions centred around the theme ‘I am floor…’, highlighting to buyers the possibilities open to them by purchasing in Melbourne’s cultural heart and creating an identity for the building.

The ads will be released over time and will run in press, magazines and online. 

Knight Frank Real Estate project marketing director, Tom Ormerod, said the ads created by Twenty20 encapsulate all the reasons to take advantage of this amazing opportunity: “No expense has been spared in the creation of the Phoenix apartments,” he said.

“This includes the very best in design and fixtures, and private balconies on every floor with expansive 180 degree views.”

“The building itself will be wrapped by a light bar which curves like a ribbon around the building and cascades around exterior walls and balconies. Made from steel cladding and set above LED lighting, the light bar will transform the structure and the city skyline at night.”

Client Team:

Publicity: Rick Willis