• Marketing Campaign Tries to Make Advertisers Superheroes

    25 Jun 2009 /  creative, marketing campaign, press release

    When you think of people who rent out apartments, what’s the first thing you think of? It’s probably not superheroes, but Apartments.com wants that to change. The website is launching a new marketing campaign that “empowers its advertisers to become everyday superheroes,” says the company’s press release. It goes on to say, “we’re committed to ensuring our advertisers continue to be heroic by adding exposure opportunities and first-class products that drive qualified renter traffic to their leasing office doors.”

    All I can say to this is, “What?! Come on!”

    Iconic superheroes Batman and Superman and apartment leaser? Art by Alex Ross and Jim Lee.

    Iconic superheroes Batman, Superman and... apartment leasers? Art by Alex Ross and Jim Lee.

    The premise, I believe, is to say that they make leasing professionals into more powerful sales people. OK, I can buy that. But the leap to being a superhero? Even after repeatedly reading the company’s press release, I still don’t get the connection — so I certainly can’t explain it here.

    It is always a good idea to have good creative when you are launching a marketing campaign. And it’s a great idea to offer a new twist or turn to catch people’s attention. But this marketing campaign is just off-base. I can imagine a leasing professional doing a lot of things, but leaping tall buildings in a single bound is not one of them.

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    Posted by Heather @ 5:50 pm

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