In February 2015, Apartments.com announced its relaunch and new ambassador, Brad Bellflower [played by Jeff Goldblum]. Bellflower is the “lofty tech CEO-type who’s brimming with confidence, ambition, and just the right amount of delusion.”
He came with a new tagline for the rental site, “Change your apartment. Change the world.” The campaign by agency, RPA, began in March and now includes about a dozen commercials.
This year RPA is taking Brad Bellflower to the Super Bowl.
Becky Carr, chief marketing officer Apartments.com. owner, CoStar, explained. “A year ago, the apartment marketplace for us was a $100 million, and it’s doubled—ending 2015 with $200 million. What can you do to top what we did last year but reach a hundred million-plus audience through the iconic opportunity to be on the Super Bowl? This provides a platform for us to take it to the next level.”
According to Apartments.com, nearly 1/3 of Americans rent their homes and the average person moves every 18 months.
The aim of the Super Bowl spot is to “challenge the status quo of the 1950s, where the perception was that home ownership is the pinnacle of success. But that’s not the case any more. We want people to recognise apartment living is a choice,” Carr added.
Its Super Bowl ad teaser, #MovingOnUp, has just been released. Apparently, the rental site is also using the celebrity power of L’il Wayne in its Super Bowl spot.
Apartments.com’s 60 second ad will run during the second commercial break of the game. It will also run eight local commercials following a regional ad buy during the third quarter.
#MovingOnUp will be supported on Twitter, with promoted Tweets and influencers like YouTube creator, Kurt Schneider, and through a partnership with BuzzFeed.
When you look for an apartment with space for a grill, be sure to find exactly what you’re looking for. #MovinOnUp pic.twitter.com/ij7zMlS83M
— Apartments.com (@apartmentscom) January 27, 2016
