Apartments.com, powered by CoStar, launched a groundbreaking advertising campaign featuring actor Jeff Goldblum as Brad Bellflower, the eccentric Silicon Valley Maverick and visionary futurist behind the all-new, completely redesigned Apartments.com. The strategy for the campaign is to position Apartments.com as the ultimate ally for apartment searchers, with more listings than any other apartment-listing website.
Using a Web 5.0 look and feel to emphasize the benefits of the new Apartments.com experience, the integrated campaign thematically leverages the lofty tag line: "Change your apartment. Change the world." to irreverently communicate the company's commitment to meeting the needs of renters rather than catering primarily to landlords as rental websites have done in the past.
Digital and social are deeply woven into the launch and sustaining strategies for Apartments.com, including extensive investments in search and high-impact homepage activations across CNN, Gizmodo, Lifehacker, Yahoo and YouTube.
Widespread out-of-home on bulletins and posters, rail/subway stations, wrapped trains, transit shelters and street kiosks will feature Brad Bellflower spouting Apartments.com truths—"We put the .com in apartments," "Need a new place? Surf the apartminternet." and "The Most Polygonal Search Online." Customized local radio, TV and outdoor advertising will be targeted to Atlanta, Baltimore, Charlotte (N.C.), Chicago, Dallas, Detroit, Los Angeles, Hampton Roads (Va.), Houston, Nashville (Tenn.), Minneapolis, New York, Philadelphia, Phoenix and Washington, D.C.