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APARTMENTS.COM LAUNCHES FIRST-EVER TV COMMERCIALS TO CAPTURE THE ATTENTION OF RENTERS WHO NEED AN APARTMENT
Spots Confront Viewers with Uncomfortable Living Situations to Remind Them Where to Go When They Need An Apartment
CHICAGO (October 31, 2011) – While most people shutter when recounting the time they walked in on their mom and dad getting hot and heavy, Apartments.com is capitalizing on these very cringe-worthy moments to capture the attention of young renters who either find themselves living in similar situations, or who can empathize, with the launch of its first-ever TV advertising campaign. By conjuring up images many would soon hope to forget, the two 30-second TV spots create a sense of urgency for finding an apartment, and then provide viewers with the destination to answer their apartment needs.
“We want to make a lasting impression on apartment hunters with our ads,” says Kevin Doyle, senior vice president and general manager of Apartments.com. “Most people are only in the market for an apartment once a year, so it’s important for us to remind them where to go when they need to find an apartment. Whether or not we are making viewers relive these awkward yet playful living situations, or sympathize with the characters involved, we think our ads will keep our brand fresh in the minds of renters by making an emotional connection with them.”
Running simultaneously and airing now, many Americans can now view the two spots—entitled Date Night and Family Shower—carrying the appropriate tagline: Need An Apartment? during popular prime-time television programing nationwide. Contagious LA, a creative production company, wrote and produced the spots.
"We see these commercials as another important investment in our brand,” continues Doyle. “With our debut into TV advertising, we are not only broadening our reach to this enormous audience of renters, but we are also drumming up additional exposure for our valued advertisers by creating more opportunities for them to connect with apartment shoppers."
