Mirvac and Creative Partner GAME Launch ‘building the imagine nation’ Brand Campaign, Validated by System1 Ad Testing
For more than 50 years, Mirvac has been creating and curating places and experiences across residential, office, industrial, retail and living sectors.
In 2026, Mirvac launched its first integrated brand campaign to showcase the breadth of its business and reinforce its role in shaping how Australians live, work and connect.
Central to this was Mirvac’s new brand platform, ‘building the imagine nation’. With the help of independent creative advisory GAME, Mirvac developed an ad following a female protagonist through a series of scenes illustrated in different artistic treatments, including watercolor, claymation, origami, animation, AI generated dioramas and live action.
“‘Building the imagine nation’ signals a renewed strategic focus on our brand, and importantly captures the vital essence of who we are and what we do,” said Ben Allen, Mirvac’s Group General Manager, Customer, Brand, and Innovation. “Before launching this long-term creative platform, underpinned by a distinctive creative approach for the category, we wanted to understand how it would resonate with the market.”
To get to the heart of how consumers felt about the work and the impact it could have on the brand, Mirvac and GAME engaged with System1. System1’s predictive ad testing platform, Test Your Ad, measures consumers’ emotional responses to give marketers and agency partners confidence in creative’s ability to drive meaningful business effects.
Based on the types of emotion elicited, the intensity of the emotion and the speed of brand recognition, ads are assigned a Star, Spike and Fluency Rating. The Star Rating predicts the long-term potential of creative to drive profit gain and market share growth. The Spike Rating predicts short-term sales potential and the Fluency Rating measures the strength of branding.
“Mirvac has always been a creative company defined by imagination, innovation, and purpose. The challenge with a platform idea like ‘building the imagine nation’ is that you have to live up to it,” said Dan Beaumont, Founder and Chief Creative Strategist, GAME. “System1’s testing provided another crucial layer of consumer insight informing our team so we could craft this new brand story in an inspiring, memorable and impactful way.”
Mirvac’s concept animatic secured impressive results with several target audiences: ‘Strong’ short-term sales potential and long-term brand building potential with the ‘Build to Rent’ custom segment, ‘Strong’ long-term potential with the ‘Residential’ group and ‘Good’ long-term potential with the ‘Retail’ audience.
In addition to the predictive quantitative metrics, the Test Your Ad Pro report provided qualitative insights like FaceTrace®, which is a second-by-second emotional response visualization, plus respondents’ verbatims detailing why they feel the way they do, Key Associations and a closer look at the Showmanship and Salesmanship features in the ad.
After finalizing production of the ad, Mirvac tested the finished film with the same audiences. Among the nationally representative sample, the ad scored 4.3 Stars (‘Strong’ long-term potential) and ‘Good’ short-term sales potential. The Retail segment also delivered 4-Stars and a ‘Strong’ Spike Rating.
The ad resonated the most with Mirvac’s target audiences: Build to Rent and Residential audiences, securing ‘Exceptional’ short and long-term potential, including the maximum 5.9 Star Rating.
The campaign rolled out across broadcast, outdoor, digital, social and owned channels in February 2026. In the first six months of the campaign it has increased purchase intent by 17-28% depending on the specific asset class audience. Brand preference has jumped by an average of 24% across all audiences. Overall, the campaign has achieved its key brand metrics aided by the high levels of audience engagement due to the bold creative approach, validating System1 testing.
Mirvac reports that over 11 million views (completions) of the core film alone have been achieved. The integrated campaign has driven almost 500,000 visits to the website and generated significant pipeline leads.
“We’ve now seen the effects the campaign is having on our business, as predicted by System1’s testing,” added Allen. “By leaning into storytelling and an imaginative world, we’ve been able to capture attention and translate greater awareness and salience into real commercial impact.”
"We’ve now seen the effects the campaign is having on our business, as predicted by System1’s testing. By leaning into storytelling and an imaginative world, we've been able to capture attention and translate greater awareness and salience into real commercial impact."
Ben Allen Group General Manager, Customer, Brand, and Innovation at Mirvac
As World leaders in predicting and improving advertising effectiveness, Test Your Ad provides the most accurate/predictive metrics.