Responses by Rob Baird, founder and main creative officer, Preacher.
Qualifications: StreetEasy is the undisputed home for New York Metropolis condominium rentals. But when it will come to purchasing and promoting, there are tons of alternatives out there. This marketing campaign was intended to cement StreetEasy as a go-to for prospective buyers and sellers, way too, showcasing small-identified options like StreetEasy Expert agents and dwelling valuation equipment that it now gives.
Layout considering: The previous two many years have been a wild journey for real estate, especially in NYC. In the frenzy of superior stakes and fast moves, it’s uncomplicated to really feel like you are going to lose out, whether someone with a bigger offer blocked you, hit a dead close with the co-op board or skipped your switch because hundreds of other individuals showed up earlier. It feels like a video game exactly where the playing cards are stacked towards you and unattainable to get on your personal. But it is a match every person in NYC need to play, and with StreetEasy, it is a match any person can earn.
With new items to encourage and a few distinct audiences to talk to, we experienced a large amount to say in this campaign. We chose the game board machine, a quick “get” concept that also leaves loads of home for in depth storytelling. Each and every of the 3 players—renters, consumers and sellers—are enjoying the similar game of true estate but stick to distinct paths to get to their property place.
Visual influences: At the time we landed on “Win the Match of Actual Estate” as a tagline, we knew we wished our adverts to really feel like a nostalgic sport board. We drew inspiration from the game titles we grew up loving but also needed to insert a timeless component to the adverts. Numerous video games have exciting, wit, humor and twists in the duplicate and visuals, so we required to preserve these same components although introducing a tiny grit that would communicate clearly to our NYC viewers. Illustrator Jon Contino helped us land people visual twists and increase that New York edge we were on the lookout for. We felt if we could attract people today into the marketing campaign, they would have an understanding of how StreetEasy can help them get then, they could explore one thing new on a next or 3rd viewing.
Beloved information: There is not a squandered area on the recreation board. Every single component has an reliable grounding in NYC serious estate with a charming twist, this sort of as the radiator steam spelling out the phrases household warming or the unflappable pigeon keeping the keys to your following apartment. We took more treatment to tap into genuine ground-level feelings felt all through the NYC authentic-estate rollercoaster instead than pander to a stereotypical, surface-stage comprehension of the city.
Particular venture requires: StreetEasy strategies are challenging to skip when they are functioning. The adverts are all over the place on subway automobiles, taxis, buses, bus stops and wild postings. As these kinds of, we desired do the job that could flex as a technique from offering partaking amusement for a 20-moment subway experience takeover or hitting the major message in a issue of seconds on a cab driving by.
Click on on an graphic to see more from just about every undertaking