Hayden required an aggressive, revitalised brand image to position the company ahead of over 50 real estate agents in the Geelong region. Hence 'The Hayden Advantage' campaign was developed. Three key elements were created- firstly, a vendor module marketing system was introduced. Secondly a vibrant, individual modular real estate guide was designed to appear in the Geelong Advertiser. And thirdly, a new corporate branding campaign, consisting of a series of six advertisements, each created to aggressively market Hayden Real Estate with select marketing points of difference which appear in the early news section. The result, a powerful, individual brand image which reflects the marketing philosophy and elevates Hayden from the rest of the real estate agents.