Lowe Living wins Marketing Innovation Award
Lowe Living has been recognised on the national stage, receiving the Urban Developer Award for Excellence in Marketing Innovation – an award celebrating the country’s most innovative and impactful marketing campaigns.
The recognition marks an important milestone for the business, honouring a campaign created to celebrate our first decade. Rather than relying on paid advertising, the campaign was built on something far more enduring: the relationships, trust and advocacy that have shaped the business since its inception. This resulted in a number of new business opportunities and partnerships, elevating our entire organisation as we look ahead to the next chapter of growth.
About the campaign
The 10 year campaign was brought to life through an integrated communications platform that placed independent advocacy and partner relationships at the centre of the strategy.
A partner film featuring 35 architects, designers, consultants and long-standing collaborators gave trusted industry voices the opportunity to tell the Lowe Living story through their own experiences, broadening the reach of the campaign through real life stories.
A bespoke coffee table book documenting our first decade was created and personally delivered to more than 250 industry partners and stakeholders before the public launch, encouraging advocacy and organic engagement ahead of the broader campaign .
This momentum culminated in an exclusive launch event at the State Library of Victoria, designed to celebrate the people behind Lowe Living while encouraging real-time sharing and extending the campaign through partner networks.
Supported by public relations, digital communications and corporate storytelling, every communication reinforced the same strategic objective, positioning Lowe Living as the trusted business behind its developments.
More than an anniversary campaign, ‘Redefining a decade’ repositioned marketing as a driver of business growth. It strengthened Lowe Living’s corporate brand, increased purchaser confidence and established a scalable platform to support market expansion, strategic partnerships and the company’s next phase of growth.
The winning campaign distinguished itself through a highly strategic, data-driven approach, combining creativity with measurable market impact and demonstrating exceptional differentiation in a highly competitive environment.
The campaign not only reflected Lowe Living’s approach to building communities and homes but also delivered meaningful outcomes for the broader business, creating new partnerships, strengthening industry relationships and opening new opportunities across the organisation.
Receiving the award is a significant moment for the entire Lowe Living team and a reflection of the collective contribution of everyone who has helped shape the business over the past decade.
As Lowe Living looks to the future, the recognition serves as a reminder that the strongest brands are built through consistency, integrity and genuine relationships.
While the award acknowledges a single campaign, it ultimately celebrates the people behind it and the community that continues to support and inspire the next decade of Lowe Living.
Supported by public relations, digital communications and corporate storytelling, every communication reinforced the same strategic objective, positioning Lowe Living as the trusted business behind its developments.
More than an anniversary campaign, ‘Redefining a decade’ repositioned marketing as a driver of business growth. It strengthened Lowe Living’s corporate brand, increased purchaser confidence and established a scalable platform to support market expansion, strategic partnerships and the company’s next phase of growth.
The winning campaign distinguished itself through a highly strategic, data-driven approach, combining creativity with measurable market impact and demonstrating exceptional differentiation in a highly competitive environment.
