The ads, created by Duffey Communications, show a young man using his computer to find items such as pajamas, books, music and furniture online. The shot then opens up to reveal him sitting on his new furniture in his new pajamas — in the middle of a city street. A voice over asks, “Why not find your next apartment online?” The campaign’s tag line is, “Point. Click. Rent.”
The television ads will air in Atlanta, Dallas, and Washington, D.C. for about 12 weeks, during a time in which apartment renters tend to relocate. In keeping with the campaign’s focus on single men between 18- and 34-years-old, the ads will appear on cable programs popular with that group, such as MTV and ESPN’s SportsCenter.
The television commercials will be supported by similarly-themed radio, billboard, transit and print ads. These will appear in the Atlanta, Dallas, and Washington, D.C., markets, as well as in Chicago, Houston, Los Angeles, Philadelphia and San Francisco.
ApartmentGuide.com, which is part of PRIMEDIA’s (PRM) HPC inter@ctive unit, lists more than 15,0000 rental communities across the U.S., providing users with prices, floor plans, photos, and descriptions. The site also offers links to moving and relocation resources, such as utilities, truck rentals, and change-of-address services.
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