No1 Martin Place

Strategy & Positioning

The Project

The Mission

The Success

The Martin Place address represents everything about Sydney’s vibrant CBD, providing the best of everything in just one location surrounded by technology, high fashion entertainment, laneway bars, eclectic shopping and hospitality. It provides the ultimate work/life balance for attracting and retaining talent.

Among the largest floorplates in Sydney CBD, it is perfect for a contemporary activity-based working environment. The offer was available immediately; a certainty to deliver, you could see it and touch it; it was beautifully established and not under development. It demonstrated the perfect balance of contemporary with heritage.

OnePoint built a strategy to reposition No. 1 Martin Place, based on the idea that no-one else could truly ‘own’ the No.1 address on not only Sydney’s, but Australia’s, best recognised corporate boulevarde.

  • It was about being authentically No.1, without saying ‘premium’
  • It was about saying we were No.1 for everything.
  • It was leveraging Martin Place as our geo-locator for all transport, surrounding retail: luxury, brands, technology etc.
  • Offering the tenant a No.1 experience.

The creative ‘EVERYTHING IN ONE’ focuses on life in Martin Place; what it offers Sydney’s community from dawn to dusk. The concept aimed to capture ‘a day in the life’, using people and light to bring to life the messages of a day in the living city on high volume, from nearby parks, the boulevard location, the public domain, humanity, culture, events, mature and fashionable.

We created a flexible marketing campaign that is scalable across relevant channels and communication touch points by working closely with appointed agents DTZ and CBRE and owners Charter Hall.

Creative
Digital
Printing

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