WASHINGTON, Feb. 3, 2016
/PRNewswire/ -- Apartments.com, the nation's No. 1 apartment
listings website, is debuting the apartment industry's first
ever Super Bowl ad, "Movin' On Up", on Feb. 7, 2016. The 60-second ad stars Jeff Goldblum as Brad
Bellflower, with a surprise appearance by Lil Wayne and a full gospel choir singing The
Jeffersons theme song "Movin' On Up". The commercial is
expected to be viewed by more than 100 million people, moving
Apartments.com up into America's biggest advertising event of the
year.
Experience the interactive Multimedia News Release here:
http://www.multivu.com/players/English/7752751-apartments-com-movin-on-up/
"'Movin' On Up' is a celebration of apartment living," said
CoStar Group Founder and CEO Andrew
Florance. "There are over 42 million renters today and
growing across every age cohort. As the nation's No. 1 apartment
listings website, we have the largest inventory of apartments for
rent to meet renter's unique needs. We are extremely proud to
be debuting the apartment industry's first ever ad during the Super
Bowl."
Celebrating apartment living in a way that is sure to stand out,
the Super Bowl campaign was created by RPA, advertising agency of
record for Apartments.com. It features Brad
Bellflower, the Chief Change Officer of Apartments.com – aka
Jeff Goldblum – showing he's not
only a visionary corporate leader, but also a virtuosic pianist and
singer. Brad commandeers a piano about to be moved into an
apartment and launches into a rendition of The Jeffersons
iconic and timeless theme song, "Movin' On Up," as he's craned
upward to a 'deluxe apartment in the sky.' Upon reaching the top
floor penthouse, Brad meets its inhabitants – a reimagined
George (George Washington)
and Weezy (Lil Wayne).
"The goal was to create a wildly unexpected Super
Bowl spot to stand out boldly during the Super Bowl while
fitting into the larger story we created for Apartments.com and
Brad Bellflower. Leveraging
Lil Wayne with The Jeffersons
and with the tune that everyone knows, Movin' On Up, made
for a fantastic platform for Apartments.com to shine bright during
the biggest sporting event of the year in the U.S.," said
Joe Baratelli, CCO at RPA. "By
design, 'Movin On Up' prompts the viewer to want to watch it again
and again to 'get' the story. That's a big win for
Apartments.com."
The strategy of the campaign is to position Apartments.com as
the ultimate resource for apartment searchers, with more listings
than any other apartments site, which can help you find a new,
better place to live with the possibility and freedom that comes
with renting. As Brad moves on up the building, he takes a peek
into the lives of its residents – college students, newlyweds, a
family of four, a shoe-collecting socialite – each moving into a
new life stage in a new apartment. Just as on Apartments.com,
consumers can find the perfect place, in the ideal neighborhood,
for whatever stage of life they're moving into.
The comprehensive three-week-long "Movin' On Up" integrated
campaign also leverages digital influencers such as Kurt Schneider,
Noah Guthrie and VanJess, spreading the #MovinOnUp spirit in their
own way. In addition, Apartments.com teased the campaign with
sitcom-esque videos of George and Weezy up to various antics as
they get ready for Weezy's Big Game party.
The three teasers are supported by a robust digital video
campaign on YouTube and through native video seeding partner Giant
Media. The teasers are also featured on YouTube's AdBlitz,
the #1 destination to watch, vote for and share every "must
see" Super Bowl commercial. To encourage the use of
#MovinOnUp, the brand partnered with Buzzfeed to create a special
listicle "13 Small But Sure Signs That You Are Movin' On Up In The
World" highlighting small life victories. The listicle will help
introduce the idea of what it means to be #MovinOnUp as well as
prime the well for more submissions and participation. To keep
the momentum going post Super Bowl the digital video
campaign switches gears and will feature the game day spot up until
voting ends on AdBlitz.
And for Super Bowl viewers who engage in #MovinOnUp,
there will be a first-of-its-kind "choircast" of Sunday's game with
musical gospel choir play-by-play.
With the 2016 Super Bowl campaign as its launch pad,
Apartments.com is movin' on up to the deluxe marketing hall of fame
in the sky – and has no plans to come down.
About Apartments.com
Apartments.com is the leading
online apartment listing website, offering renters access to
information on more than 500,000 available units for rent. Powered
by CoStar, the Apartments.com network of sites includes
Apartments.com, ApartmentFinder.com, and
ApartmentHomeLiving.com. Through an exclusive partnership
with Move, a subsidiary of News Corp, Apartments.com is also the
exclusive provider of apartment community listings across Move's
family of websites, which include realtor.com®, doorsteps.com and
move.com. This offers advertisers one listing on one network,
over six powerful sites. Apartments.com is supported by the
industry's largest professional research team, which has visited
and photographed over 400,000 properties nationwide. The team
makes over one million calls each month to apartment owners and
property managers, collecting and verifying current availabilities,
rental rates, pet policies, fees, leasing incentives, concessions,
and more. Apartments.com offers more apartments than other
apartments websites, and innovative features including a Polygon™
tool that allows users to define their own search areas on a map,
and a "Plan Commute" feature that lets users search for rentals in
proximity to a specific address. Apartments.com creates easy access
to its listings through a responsive website and iOS and Android
apps, and provides unmatched exposure for its advertisers through
an intuitive name, strategic search engine placements and
innovative emerging media. The Apartments.com network reaches
millions of renters nationwide, driving both qualified traffic and
highly engaged renters to leasing offices. For more information:
www.apartments.com.
About CoStar Group, Inc.
CoStar Group, Inc.
(NASDAQ:CSGP) is the leading provider of commercial real estate
information, analytics and online marketplaces. Founded in 1987,
CoStar conducts expansive, ongoing research to produce and maintain
the largest and most comprehensive database of commercial real
estate information. Our suite of online services enables clients to
analyze, interpret and gain unmatched insight on commercial
property values, market conditions and current availabilities.
LoopNet is the most heavily trafficked commercial real estate
marketplace online with more than 10 million registered members.
Apartments.com, ApartmentFinder.com and ApartmentHomeLiving.com
currently form the premier online apartment resource for renters
seeking great apartment homes and provide property managers and
owners a proven platform for marketing their properties. CoStar
Group operates websites with over 23.7 million unique monthly
visitors in aggregate as of September
2015. Headquartered in Washington,
DC, CoStar maintains offices throughout the U.S. and in
Europe and Toronto with a staff of approximately 2,850
worldwide, including the industry's largest professional research
organization. For more information, visit www.costargroup.com.
This news release includes "forward-looking statements"
including, without limitation, statements regarding
Apartments.com's expectations, beliefs, intentions or strategies
regarding the future. These statements are based upon current
beliefs and are subject to many risks and uncertainties that could
cause actual results to differ materially from these statements.
The following factors, among others, could cause or contribute to
such differences: the possibility that the commercial is not
viewed by the number of people expected; the possibility that the
integrated campaign, including the commercial, the digital video
campaign and the listicle, does not produce the results expected,
including prompting viewers to want to watch it again and again and
continued viewer and digital participation; and the risk that the
number of renters across every age cohort does not continue to
grow. All forward-looking statements are based on information
available to Apartments.com on the date hereof, and Apartments.com
assumes no obligation to update such statements, whether as a
result of new information, future events or otherwise.
For More Information
Ivette Faulkner/Chelsea Moore
The Zimmerman Agency
(850)668-2222
cmoore@zimmerman.com
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SOURCE CoStar Group, Inc.