WASHINGTON — February 3, 2016 — Apartments.com, the nation's No. 1 apartment listings website, is debuting the apartment industry's first ever Super Bowl ad, "Movin' On Up", on Feb. 7, 2016. The 60-second ad stars Jeff Goldblum as Brad Bellflower, with a surprise appearance by Lil Wayne and a full gospel choir singing The Jeffersons theme song "Movin' On Up". The commercial is expected to be viewed by more than 100 million people, moving Apartments.com up into America's biggest advertising event of the year.
"'Movin' On Up' is a celebration of apartment living," said CoStar Group Founder and CEO Andrew Florance. "There are over 42 million renters today and growing across every age cohort. As the nation's No. 1 apartment listings website, we have the largest inventory of apartments for rent to meet renter's unique needs. We are extremely proud to be debuting the apartment industry's first ever ad during the Super Bowl."
Celebrating apartment living in a way that is sure to stand out, the Super Bowl campaign was created by RPA, advertising agency of record for Apartments.com. It features Brad Bellflower, the Chief Change Officer of Apartments.com — aka Jeff Goldblum — showing he's not only a visionary corporate leader, but also a virtuoisic pianist and singer. Brad commandeers a piano about to be moved into an apartment and launches into a rendition of The Jeffersons iconic and timeless theme song, "Movin' On Up," as he's craned upward to a 'deluxe apartment in the sky.' Upon reaching the top floor penthouse, Brad meets its inhabitants — a reimagined George (George Washington) and Weezy (Lil Wayne).
"The goal was to create a wildly unexpected Super Bowl spot to stand out boldly during the Super Bowl while fitting into the larger story we created for Apartments.com and Brad Bellflower. Leveraging Lil Wayne with The Jeffersons and with the tune that everyone knows, Movin' On Up, made for a fantastic platform for Apartments.com to shine bright during the biggest sporting event of the year in the U.S.," said Joe Baratelli, CCO at RPA. "By design, 'Movin On Up' prompts the viewer to want to watch it again and again to 'get' the story. That's a big win for Apartments.com."
The strategy of the campaign is to position Apartments.com as the ultimate resource for apartment searchers, with more listings than any other apartments site, which can help you find a new, better place to live with the possibility and freedom that comes with renting. As Brad moves on up the building, he takes a peek into the lives of its residents — college students, newlyweds, a family of four, a shoe-collecting socialite — each moving into a new life stage in a new apartment. Just as on Apartments.com, consumers can find the perfect place, in the ideal neighborhood, for whatever stage of life they're moving into.
The comprehensive three-week-long "Movin' On Up" integrated campaign also leverages digital influencers such as Kurt Schneider, Noah Guthrie and VanJess, spreading the #MovinOnUp spirit in their own way. In addition, Apartments.com teased the campaign with sitcom-esque videos of George and Weezy up to various antics as they get ready for Weezy's Super Bowl party.
The three teasers are supported by a robust digital video campaign on YouTube and through native video seeding partner Giant Media. The teasers are also featured on YouTube's AdBlitz, the #1 destination to watch, vote for and share every "must see" Super Bowl commercial. To encourage the use of #MovinOnUp, the brand partnered with Buzzfeed to create a special listicle "13 Small But Sure Signs That You Are Movin' On Up In The World" highlighting small life victories. The listicle will help introduce the idea of what it means to be #MovinOnUp as well as prime the well for more submissions and participation. To keep the momentum going post Super Bowl the digital video campaign switches gears and will feature the game day spot up until voting ends on AdBlitz.
And for Super Bowl viewers who engage in #MovinOnUp, there will be a first-of-its-kind "choircast" of Sunday's game with musical gospel choir play-by-play.
With the 2016 Super Bowl campaign as its launch pad, Apartments.com is movin' on up to the deluxe marketing hall of fame in the sky — and has no plans to come down.
About Apartments.com Apartments.com is the leading online apartment listing website, offering renters access to information on more than 500,000 available units for rent. Powered by CoStar, the Apartments.com network of sites includes Apartments.com, ApartmentFinder.com, and ApartmentHomeLiving.com. Through an exclusive partnership with Move, a subsidiary of News Corp, Apartments.com is also the exclusive provider of apartment community listings across Move's family of websites, which include realtor.com®, doorsteps.com and move.com. This offers advertisers one listing on one network, over six powerful sites. Apartments.com is supported by the industry's largest professional research team, which has visited and photographed over 400,000 properties nationwide. The team makes over one million calls each month to apartment owners and property managers, collecting and verifying current availabilities, rental rates, pet policies, fees, leasing incentives, concessions, and more. Apartments.com offers more apartments than other apartments websites, and innovative features including a Polygon™ tool that allows users to define their own search areas on a map, and a "Plan Commute" feature that lets users search for rentals in proximity to a specific address. Apartments.com creates easy access to its listings through a responsive website and iOS and Android apps, and provides unmatched exposure for its advertisers through an intuitive name, strategic search engine placements and innovative emerging media. The Apartments.com network reaches millions of renters nationwide, driving both qualified traffic and highly engaged renters to leasing offices. For more information: www.apartments.com.
About CoStar Group, Inc. CoStar Group, Inc. (NASDAQ:CSGP) is the leading provider of commercial real estate information, analytics and online marketplaces. Founded in 1987, CoStar conducts expansive, ongoing research to produce and maintain the largest and most comprehensive database of commercial real estate information. Our suite of online services enables clients to analyze, interpret and gain unmatched insight on commercial property values, market conditions and current availabilities. LoopNet is the most heavily trafficked commercial real estate marketplace online with more than 10 million registered members. Apartments.com, ApartmentFinder.com and ApartmentHomeLiving.com currently form the premier online apartment resource for renters seeking great apartment homes and provide property managers and owners a proven platform for marketing their properties. CoStar Group operates websites with over 23.7 million unique monthly visitors in aggregate as of September 2015. Headquartered in Washington, DC, CoStar maintains offices throughout the U.S. and in Europe and Toronto with a staff of approximately 2,850 worldwide, including the industry's largest professional research organization. For more information, visit www.costargroup.com.
This news release includes "forward-looking statements" including, without limitation, statements regarding Apartments.com's expectations, beliefs, intentions or strategies regarding the future. These statements are based upon current beliefs and are subject to many risks and uncertainties that could cause actual results to differ materially from these statements. The following factors, among others, could cause or contribute to such differences: the possibility that the commercial is not viewed by the number of people expected; the possibility that the integrated campaign, including the commercial, the digital video campaign and the listicle, does not produce the results expected, including prompting viewers to want to watch it again and again and continued viewer and digital participation; and the risk that the number of renters across every age cohort does not continue to grow. All forward-looking statements are based on information available to Apartments.com on the date hereof, and Apartments.com assumes no obligation to update such statements, whether as a result of new information, future events or otherwise.