Apartments.com Expands 'Change your Apartment. Change the World.' Multiplatform Marketing Campaign Starring Actor Jeff Goldblum as Brad Bellflower, Silicon Valley Maverick

March 30, 2016

by
RPA

LOS ANGELES — March 30, 2016 — Apartments.com, powered by CoStar, recently launched new work for the "Change your Apartment. Change the World." campaign featuring actor Jeff Goldblum as Brad Bellflower, the eccentric Silicon Valley Maverick and visionary futurist behind Apartments.com. The campaign features smart use of 10 TV spots, digital and social to build awareness of and drive traffic and leads to Apartments.com.

Developed by agency of record RPA, the three-pronged strategy for the campaign is to further strengthen awareness of Apartments.com as the No. 1 Apartment listing site, communicate to small property managers that Apartments.com is free, easy and offers millions of potential renters and demonstrate the positive aspects of renting versus owning.

The new campaign is composed of 10 spots directed by Bob Odenkirk (Breaking Bad and star of Better Call Saul) and launches with three spots: "Earth" features Bellflower pontificating about our planet as "the biggest apartment in the world," "War Room" shows Bellflower advising a property manager on how to use the Apartminternet to find renters and "Bundle of Joy" has Bellflower helping a young couple find a bigger apartment when they receive an unexpected special delivery from the stork-man.

The expansive national TV buy will deliver 1.5 billion impressions to adults 18???49 years old to build continued awareness and excitement for Apartments.com and help to drive website traffic.

The Apartments.com creative will be featured in original programs, premieres and finales among broadcast primetime such as the Academy of Country Music Awards, Dancing With the Stars, The Blacklist, The Catch, The 100 and The Voice as well as across the cable landscape including the highly anticipated season finale of The Walking Dead. Tapping into live sports viewing, spots are scheduled during MLB games, NBA regular season and conference finals and the ESPYs.

The focus of the digital strategy leveraging the new campaign creative is to drive leads on Apartments.com. A variety of digital units, including takeovers on ESPN, Huffington Post, Yahoo! and YouTube, which traditionally drive awareness, are planned to help prime the target audience for programmatic display units that will retarget them at a later time. The ever-present digital campaign will be constantly refining its audience-targeting capabilities to effectively reach in-market renters who are looking for a new apartment as well as re-messaging visitors searching on the site with customized creative.

A mix of paid and organic social content that communicates prominent calls to action are designed to drive traffic to Apartments.com and increase the volume of lead submissions. This continuous process of building awareness and affinity, then converting that equity into a consumer action, will rely on a rigorous use of on-platform and offsite retargeting, sequential messaging and a diverse mix of established and emerging social ad formats.

"With Jeff Goldblum as Brad Bellflower, the larger-than-life tech powerhouse, at the helm communicating the attributes of Apartments.com, the brand is destined to stand out and further establish itself as the only resource people need to find the place they'll love," said Joe Baratelli, CCO at RPA.

About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent full-service advertising agency, whose mission is to unlevel the playing field for its clients. RPA has a proven track record of building brands while building businesses into positions of category leadership, and has been rewarded with many long-term client relationships because of it. RPA's client list includes American Honda, ampm, Apartments.com, ARCO, CoStar Group, Los Angeles Clippers, Farmers Insurance Group, Intuit Small Business, La-Z-Boy, Tempur+Sealy and pivot TV. For more information, visit http://www.rpa.com.

About Apartments.com Apartments.com (http://www.apartments.com) is a leading national apartment Internet listing service drawing on millions of rental units from CoStar Group's extensive database of commercial and multifamily properties, managed properties and user-submitted listings. By incorporating the most relevant information and services to renters, including current availabilities, rental rates and fees, rich neighborhood content, customizable search filters and tools, professional photography, walk-through videos and 3D tours, highly visible ads, powerful filters and search tools, Apartments.com creates easy access to its listings for 100 million renters searching online for great rental homes. Renters are able to access Apartments.com via a responsive website and iPad, iPhone and Android apps. Providing unmatched exposure for its advertisers through an intuitive name, strategic search engine placements and innovative emerging media, Apartments.com reaches millions of renters nationwide, driving both qualified traffic and highly engaged renters to leasing offices nationwide. Apartments.com also owns rental website Apartment Home Living (http://www.apartmenthomeliving.com), a leading social media apartment website distinguished by a "live for fun" community experience, proprietary lifestyle matching and local living guides to help renters find their perfect place to live.