Challenge
FreeMoreWest is an up-and-coming area just outside downtown Charlotte that’s known for unique destinations like Pinky’s Diner and Rhino Market& Deli. Our client ArchCo Residential was bringing some of the first new apartments to this area. Our challenge was to create a brand that fit in to the vibe of this great neighborhood while differentiating the community from the more upscale offerings in Uptown (the city center) Charlotte.
Insight
People are tired of brands talking about things they stand for: doers, makers, etc. They want brands to be about the things they stand for. And since FreeMoreWest is about being different and plotting your own course…we’d do just that.
Idea
Just Outside of Center
We created a campaign that gave Arlo a witty, casual and knowing tone of voice that said “we’re in on the joke.” The landing page and OOH boards included headlines that poke fun at traditional real estate advertising tropes, while the social and guerrilla media revealed Arlo’s deep thoughts on life and living in Charlotte.
Results
- Currently building buzz until the opening of the community later this year