Pre-Launch Storytelling at 705 W 9th
The Challenge
While 705 W 9TH was still under construction, we were brought on to advertise a product without photography or available units. The range of property listings appealed to a wide spectrum of potential targets, so the campaign had to be built to cater to multiple groups without using typical selling methods or materials.
The Solution
A 360-degree conceptual campaign focused on 12 different sample resident personalities derived from primary demographic and psychographic target audience research. Each character had their own story uniquely linked to resident amenities and the lifestyle experiences one could expect at 705 W 9th. As an example, Jared was a bachelor living in a 705 studio, frequenting the Billiards room and local hot spot bars.
The Challenge
While 705 W 9TH was still under construction, we were brought on to advertise a product without photography or available units. The range of property listings appealed to a wide spectrum of potential targets, so the campaign had to be built to cater to multiple groups without using typical selling methods or materials.
The Solution
A 360-degree conceptual campaign focused on 12 different sample resident personalities derived from primary demographic and psychographic target audience research. Each character had their own story uniquely linked to resident amenities and the lifestyle experiences one could expect at 705 W 9th. As an example, Jared was a bachelor living in a 705 studio, frequenting the Billiards room and local hot spot bars.
