Urban condo marketing

Columbia Heights

See condos as a "Social Networking Site," from the New York Times Sunday Magazine. I don't think that the article or the campaign is all that striking. The Friends TV show provided the basis for this strategy years before. From the article:

Stouffer and the other marketers at Greenhaus, the ad agency where she worked, figured that younger buyers would be attracted by a campaign that was sassy and irreverent. They came up with a name for the building by mashing together the words “metropolitan” and “home” to produce “Metrome.” It had a young, almost futuristic ring to their ears. For their marketing material, they picked the colors purple and orange, believing these hues would go over well with younger people. On the Web site, they used photos of handsome young dudes eating Chinese food from to-go containers and D.J.’s spinning records. Modeling their approach on the Altoids ad campaign, they wrote cheeky ad copy, some of which they put on bar coasters that were given to restaurants and nightclubs around the downtown area. “Priced for a starving artist. Fit for a trophy wife,” one coaster read. Others said: “A good move for you and your hot factor” and “Living here is like dating someone way out of your league.” On the back of each coaster was the classic pickup zinger: “I lost my number. Can I have yours?”




CityVista (5th and K Streets NW) mailing, back side




Central Perk set, from the tv show Friends