Relevision Productions of Vancouver has produced a 5 part Comedy series; “sponsored” by Cressey Developments.
The 5 part mini-series distributed through YouTube is an interesting approach to marketing the Yaletown Donovan Condo Development.
This may be the biggest product placement ever!
Marketers proclaim that people buy benefits not features.
The Donovan series demonstrates in an entertaining manner the lifestyle of the urban fashionable, expresso sipping Yaletown Set.
Whatever you think of the video; admire this… they have targeted a specific market with laser focus.
Distribution of the video through YouTube with the tags “Sexy, blonde, condo, gay, hot, funny and vancouver” speaks volumes of whom they expect to buy condo’s within the Donovan.
Some may ask what are “Tags”?; those some are not the target buyers of the Donovan.
Great success comes from getting out of the comfortable middle and pushing yourself to the edge; I give kudos to this initiative and think it may become the Scion of Condo Marketing.
Seth Godin proclaims the benefits of being a Purple Cow. I see one grazing on Richards.
Learn More:
Scion: Limited edition vehicles quickly sell out.
Tagging : Folksonomy for condo’s
Seth Godin: Purple Cow: Transform Your Business by Being Remarkable
2/7/2007 at 3:17 pm
Well said, Michael. It’s a great idea, and one that will get a lot of attention. The smartest thing they did was to be transparent about what they were up to (“sponsored by Cressey”), and still manage to deliver an important message in the form of quality content.
Wish I’d thought of it.
2/26/2007 at 7:12 am
Hmmm, very interesting. I can see where this type of marketing makes a lot of sense, especially marketed to the online generation. I can see how this type message will be forwarded on by e-mail over and over again. Most effective if the follow-up videos build on the theme and keep people laughing and interested.
I wonder how you could use this to market to an older not so computer literate target market group. My mind is already thinking about the possibilities.
Thanks for pointing this out!