Goal:
Generate Leads, Increase Sales
The Challenge:
In the midst of a shaky marketplace, we were tasked to “turn heads,” addressing the market’s concern about the “real estate bubble” in an aggressive and memorable way, while maintaining an upscale image.
Insight & Strategy:
To counter fears and negative news about the housing situation, DCA created a strategy to address these issues head-on and stake a strong positive position. Most unique campaign components were the “Bubble Insert” a magazine ad utilizing actual bubble wrap; the “Bubble Blast” a viral animated sales video that was distributed on the web and as a podcast; and a publicity stunt consisting of Segway riders dressed in a mix of business and social attire to emphasize the “Work/Play” aspects of the building, handing out postcards to drivers stuck in traffic.
The Result:
- We achieved the best of worlds with this campaign. The “Bubble Insert” which ran in Ocean Drive, won a Gold ADDY, and a Silver District ADDY
- The campaign received press coverage in South Florida CEO, Miami Today and the Coral Gables Gazette, among others
- More importantly, there was a large increase in sales calls after the campaign launch and a 12% spike in sales over the week of Segway activity
18%
increase in call leads
12%
increase in sales
Solutions Used:
- Advertising Campaign
- Brand Positioning
- Content Creation and Management
Awards:
AdFed ADDY, Gold
Bubble Wrap Consumer Insert, 2007
AdFed ADDY, Silver/District
Bubble Wrap Consumer Insert, 2007
About The Client:
DYL Group, LLC with corporate offices in both Miami and Fort Lauderdale, is one of Florida's most active developers, specializing in hotels, resorts, luxury high-rises, residential condominiums, and mixed-use projects. DYL is dedicated to the development of quality real estate projects that successfully meet the bottom line financial, aesthetic and operational objectives. The firm selected DCA as agency of record in 2007 to successfully launch a luxury condo project and the W Ft. Lauderdale Hotel.
Testimonial:
"Diaz & Cooper was our agency of record – We hired them because they were the most innovative and out-of-the box agency we had seen, and we vetted approximately five others. Compared to other ad agency's I had worked with, Diaz & Cooper was refreshingly unique. Their attention to detail, coupled with their extensive research, made decision making much easier. It was a very turbulent time in our industry and their creativity helped to give us a competitive advantage. I highly recommend DCA and wish the best for them in the future."
Jennifer Fontana
V.P. of Marketing
