Let’s set the scene: my first Super Bowl commercial, along with my second, third, and fourth…
oh and it’s the launch of a $1 billion campaign for a new brand.
SUPER BOWL LVIII
BRIEF #1
Apartments.com has the perfect cinematic spot starring Jeff Goldblum to air during the Super Bowl. And with a cinematic powerhouse as the star, why not give it the Hollywood treatment.
We need to leverage extraterrestrial buzz in culture to generate intrigue and awareness across media channels by leaning into the possibility of a new Goldblum sci-fi film.
SOCIAL STRATEGY’S TIME TO SHINE
If this truly were a film release, then a major key to building buzz is social media. We’ll need to share clips, posters, and teaser artwork so movie fans can take hold - but it can’t be coming from Apartments.com or our cover will be blown.
We also built a microsite for our broadcast CTAs to drive to, that encouraged users to reach out on social and discover additional content.
The site featured a countdown timer that indicated our Super Bowl launch for eagle-eyed viewers - most of whom took to our Instagram comments to join the chatter.
We built alias accounts to promote the ‘film’ on YouTube, Facebook, Instagram, TikTok, and Reddit without direct ties to the Apartments.com brand.
Across paid channels these accounts boosted our teaser trailers to gain traction, leading viewers to our profiles filled with organic posts and community management efforts to make our presence feel authentic.
WE ALSO ENLISTED MOVIETOK
TikTok is full of movie reviewers, film discussion, and plenty of alien conspiracy theories. So to really sell in our ‘film’ we worked with 6 creators to promote the mystery Jeff Goldblum Project
We built alias accounts to promote the ‘film’ on YouTube, Facebook, Instagram, TikTok, and Reddit without direct ties to the Apartments.com brand.
Across paid channels these accounts boosted our teaser trailers to gain traction, leading viewers to our profiles filled with organic posts and community management efforts to make our presence feel authentic.
THE RESULTS
Social media was buzzing about the ‘mystery Jeff Goldblum project’ leading to increased conversation and fan theories about the spot ahead of the big game.
Post-game, our social tactics led to increased ad recall - both aided and unaided among Super Bowl viewers, as well as non-viewers.
An overall increase compared to Super Bowl campaign results from the year prior.
BRIEF #2
Launch the new home-buying website with a big splash.
This is the first time viewers will hear about Costar's new offering: Homes.com and we want them to understand how we plan to revolutionize home buying.
We had three commercial spots and a dream, a dream named Dan Levy.
HOME SHOPPING, THE WAY IT SHOULD BE
Homes.com has an arsenal of proprietary tools to bring ease to the home buying experience, and we need to showcase how simple it can be.
OUR GOALS
Break through and build awareness
Engage, entertain and stick in people’s minds
Convey who we are and what we stand for
… oh, and make it SHINE
WE’VE DONE YOUR HOMEWORK
Homes.com goes above and beyond what the others do, to bring home-shoppers the deeper and richer information they need to find the right home.
TIME FOR A TEASE
Our three Super Bowl spots will focus on the new introduction to Homes.com, our new spokesteam, and demonstrating the comprehensive tools Homes.com offers. Prior to the big game, we need to build hype for an unknown brand to make sure eyes are on the commercial breaks and not the snack table.
Our teaser content centered around our celebrity talent: Dan Levy, Heidi Gardner, and Lil' Wayne.
With such strong talent, we need to leverage their fanbases to build hype and anticipation for the work.
We ran clipped teasers on social, streaming, and rich media placements like Amazon TV.
GAME TIME
With three spots in the big game, we needed to really solidify Home.com’s entry to the marked and make sure we stand out beyond name repetition. So let’s get our talent to the game and show fans how big this launch is.
With our teasers, social promotion, and game day activations, our campaign reached over 1.6 Billion impressions after the big game, and our latest home buying tools were officially launched.
IN THE PRESS
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Variety
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New York Times
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AdAge
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AdWeek
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Dwell
THANK YOU
Agency: RPA
Creative: Hobart Birmingham, Perin Anderson, Hovanes Petrosyan, Benjamin Chu, Hide Konishi, Dang Phan
Strategy: Nargis Pirani, Tyler Sweeney
Account: Tyler Brockington, Grace Harding
Media: Abe Diaz, Ashley Baccus, Robert Yackel
PR: Britt McColl, Kaylee Rosa