Infinity II Lofts
goal: Integrated campaign to launch new brand and create sales leads
challenge: When our Client, DYL Group, asked us to launch Infinity II, the goal was to “turn heads”, addressing the market’s concern about the “real estate bubble” in an aggressive and memorable way, while maintaining the upscale image of the project.
insight: To counter the market fears and the constant negative news about the housing situation, we created a strategy that worked to address these issues head-on rather than shy away from them to stake a strong positive position in the market.
strategy: The campaign consisted of a variety of pieces, including print ads, outdoor, direct mail, broker events and e-blasts. But the three most unique components were the “Bubble Popper,” a magazine insert utilizing actual bubble wrap; the “Bubble Blast,” a viral animated sales video that was distributed as a podcast; and a Segway Campaign consisting of riders dressed in a mix of business and social attire, rolling through Brickell’s business district to point out to people stuck in traffic how convenient it is to live in Infinity II. Public Relations efforts included media write ups and TV interviews of the Segway riders and the developer.
results: We achieved the best of both worlds with this campaign. The “Bubble Insert” which ran in Ocean Drive, won a GOLD local ADDY, and a SILVER regional ADDY. The campaign received press coverage in South Florida CEO, Miami Today and the Coral Gables Gazette, among others. More importantly, there was a large increase in sales calls after the campaign launch and a 5% spike in sales over the week of Segway activity and the month of December 2006.
