Dexus and The Hallway launch ‘Before Day One’ to promote commercial real estate

Commercial real estate giant Dexus has launched the next phase of its ‘Space for Your Best Work’ brand platform, with an integrated campaign from The Hallway that breaks new ground in the commercial real estate category.

Dexus, one of Australia’s commercial property groups, is showcasing its diverse property offering, which includes office, industrial, healthcare and retail asset classes.

Rather than conforming to category norms of showing workspaces and people working within them, the campaign, ‘Before Day One’, elevates the moment just before a Dexus customer moves into their new space.

Dexus’s vision for the customer is: a new venture, an expansion, a merger, a fresh start. As a result of research, planning, negotiating, designing, future-proofing and customising, Dexus has created a blank slate: a space for your best work.

Raechelle Inman, chief marketing officer at Dexus said: “This campaign recognises not only the diversity of our portfolio, but the work we put into our spaces and the moments just before we hand it over for our customers to use. We are delighted with what The Hallway has produced to further build on brand positioning work they did for us two years ago.”

The last iteration of ‘Space for Your Best Work’ platform helped Inman and her team win 2020 Marketing Team of the Year at the Australian Marketing Institute Awards for Marketing Excellence as well as picking up the 2020 State Award for Integrated Marketing Communications Program.

Simon Lee, ECD and partner at The Hallway added: “Space for your Best Work is a great example of an affective brand platform – delivering well above target, from brand metrics right through to acquisition. This latest work is set to up the ante even further.”

The campaign includes a suite of films (from 60 seconds to 15 seconds and 6 seconds) that will roll out across online video, television, display and social media. The Hallway also managed media planning and buying.


Client: Dexus

Dexus Chief Marketing Officer: Raechelle Inman

Dexus Senior Manager – Brand, Operations and Digital Marketing: Kylie McIntyre

Dexus Marketing Executive – Brand and Digital: Emma Phillips

Agency: The Hallway

Production Company: Collider

Director: Yeo Seop Yoon

Executive Producer: Karen Bryson

Producer: Isabel Stanfield

Sound: Uncanny Valley

Grade and Online: White Chocolate


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