THE term 'property porn' is commonly used to describe stunning homes of the rich and famous. One developer, however, has taken it too literally, using an image of a naked woman to sell apartments.
A website set up for the East Central apartment project in Surry Hills, by Samadi Developments, is splashed with a reclining naked woman on the homepage.
While some fashion brands have been accused of pushing the envelope with racy billboard campaigns, the advertisements usually include their products. In this case, it is hard to see how the racy image relates in any way to the up-market properties, priced from $575,000 for one-bedders.
East Central Surry Hills Source: Supplied
East Central Surry Hills. Artist’s impression Source: Supplied
The company's response to questions about the nudity relevance was cryptic."Our marketing company decided the building would be very beautiful and wanted to reflect that with a beautiful female body," said Sam Elbanna from CPM Realty. "People looking for developments online, are looking for something a little bit out there."
Mr Elbanna said the development, located on Elizabeth St and set to be completed in August 2014, was of a high standard and needed an eye-catching campaign.
However, the recent performance of the Surry Hills property market suggests a quality development in the area would only need minimal help attracting interest.
Median values for apartments have skyrocketed by 28.8 per cent in the past five years, according to RP Data. A gross rental yield of 5.6 per cent has also made the market popular with investors.
The median house price in Surry Hills, which includes terrace houses, is $922,500.
Fiona Jolly, CEO of Advertising Standards Bureau said that nudity does not breach Australia's advertising standards code providing it is non-sexualised and relates to the product it is advertising. While there is doubt over whether this advertisement meets those provisions, the website is yet to cause a backlash.
"There have been no complaints, but probably, an ad with a completely naked woman, we would expect people to have concerns," Ms Jolly said.
The medium for the commercial can also deem whether it is acceptable or not.
"Images that are acceptable for an online campaign may not be acceptable on a billboard," Ms Jolly said.
Mr Elbanna said CPM was not planning to use the image in other forms of advertising.
The East Central development has three-bedroom penthouses starting at $1.25 million. The two-bedroom apartments have sold out.
Read more: http://www.news.com.au/realestate/news/sydney-apartment-project-uses-image-of-naked-woman-to-sell-property/story-fnd91nhy-1226705723070#ixzz2dq3ZJBpO