The ads, created by Duffey
Communications, show a young man using his computer to find items such
as pajamas, books, music and furniture online. The shot then opens up to
reveal him sitting on his new furniture in his new pajamas — in the middle
of a city street. A voice over asks, “Why not find your next apartment
online?” The campaign’s tag line is, “Point. Click. Rent.”
The television ads will air in Atlanta, Dallas, and Washington, D.C. for
about 12 weeks, during a time in which apartment renters tend to relocate.
In keeping with the campaign’s focus on single men between 18- and
34-years-old, the ads will appear on cable programs popular with that
group, such as MTV and ESPN’s SportsCenter.
The television commercials will be supported by similarly-themed radio,
billboard, transit and print ads. These will appear in the Atlanta, Dallas,
and Washington, D.C., markets, as well as in Chicago, Houston, Los Angeles,
Philadelphia and San Francisco.
ApartmentGuide.com, which is part of PRIMEDIA’s (PRM) HPC [email protected] unit, lists more than 15,0000 rental communities across the U.S., providing users
with prices, floor plans, photos, and descriptions. The site also offers
links to moving and relocation resources, such as utilities, truck rentals,
and change-of-address services.