Our previous client RiverStone Construction Company is one of the leading custom home builders in Perth, Western Australia, specialising in luxury homes.
Based on the customer’s research behaviour, we knew that the first port of call for anyone looking for information on engaging the services of a luxury builder is a website. We developed www. riverstone.com.au, a parallax e ect website that brings the user on a journey through the RiverStone world and introduces them to their ethos: ‘build well, live well’. The new website is a way of showcasing RiverStone as the leader of its industry, proposing innovative ways of approaching the process of building of luxury homes (transparent, educational and customer-focused).
In-house services such as Interior Design and the little touches to the process of a build that might have been a bit le aside in the past are now a significant feature in the new website. The website needed to be an experience for the user, giving them the ability to explore each display home, highlighting quality finishes and facets of excellence, enabling them to get as close to a RiverStone home as much as they can. The objective is to tease and entice the user to love the home enough to want more by visiting and experiencing the RiverStone display in a real environment.
For instance, Bouncing Orange developed a video campaign on the website about the RiverStone process. The idea was to walk potential customers through what the signature process of building luxury homes - keeping proceedings transparent, educational and customer-focused. But to really connect with consumers, we needed to do more than create a website; we needed to connect with them in their everyday lives. We wanted the brand to interact with their target market in the o line world equally as well as it did in the digital world.
In 2013, Bouncing Orange was appointed to refresh the RiverStone brand and extend the conversation of luxury, exclusivity and aspiration that we started online in their media campaigns. This includes a refreshed logo to position it in a more contemporary way. We also started production of the RiverStone Stories to be housed on the website which is a series of video interviews with clients who have built with RiverStone and their point of view on the build and the results achieved
The new RiverStone brand campaign commenced roll out in June 2013 to include print, billboards and other marketing collateral. Bouncing Orange’s objective was to also populate the RiverStone website with content rich elements for the user to really discover and experience. As such, we proposed the use of video testimonials to launch “RiverStone Stories” which captures the first hand customer experience of building with RiverStone.
The greatest testament to the RiverStone website is that it was the 2013 winner of the Outstanding Achievement in Internet Advertising Award at the 11th annual Internet Advertising Competition (IAC) Awards. In terms of performance, since the new website launched hits have increased by 35% with approximately 2,300 visits per month compared with about 1,500 to the old website. The first press ad to have run for RiverStone designed by Bouncing Orange generated an 300% increase of weekend visitor foot traffic to the display homes.