Viridian: Dragon

Campaign details

Brand owner: Ortigas & Company
Agency: J Romero and Associates, Philippines
Brand: Viridian
Country: Philippines
Channels used: Magazines - business, trade, Newspapers, Outdoor, out-of-home, Print - general, unspecified, Public relations, Television
Media budget: 500k - 1 million

Executive summary

The Viridian is a 53-storey, luxury residential condominium within Greenhills Shopping Centre – one of the famous shopping complexes in the Philippines. Greenhills is an area known for its prestige status and for being a hub of trade and lifestyle. During the brand launch in 2011, at least 20 other luxury developments were also launched in Manila from various real estate giants such as Ayala Land, Shangri-La and Century Properties, amongst others. In nearly all cases, the thrust of these competitors was luxury five-star living, amenities and prime locations that can be owned by a Filipino.