Agency: Bastion Effect

Launching the southern hemisphere’s highest residences with an integrated PR and social campaign.


The highest residences in the Southern Hemisphere attracts attention. And with 1103 apartments to sell, Australia 108 needed to attract maximum attention from the right people.

With several unofficial Facebook pages clouding the market with inaccurate and off brand information and images, a consistent and strategic approach was required in order to effectively create a fully integrated campaign for client World Class Global.


Using paid media to target people with a known interest in property, we developed a strategy that saw the official Facebook page grow from 1 to more than 10,000 followers in one month.

Our media strategy drove coverage across almost every newspaper in Australia and included live TV crosses on high rating breakfast shows, as well as features on launch day in all the major metro newspapers.

The strength of the results enabled Australia 108 to communicate key messages to a new target audience and engage with them prior to the display suite launch, something that had never been done in the Australian market before

We also attracted more than 10,000 Facebook fans in the first month and achieved more than $1 million worth of editorial coverage – including coverage in every major newspaper – in the first 24 hours.