Research showed that our audience seeks a sense of community, and that they do lots of research. So, ads needed to create a more emotional connection - not list details. And, as warm memories of home are developed early we invited people to rediscover the joy of youth in some of our most “neighborly” communities.
In the first month that these hit the street, direct traffic to the Brookfield site more than doubled. And - as this is an annual campaign, we decided to check ourselves against previous years. The year-on-year ROI increased by 25% - and the only change was that Berlin developed the creative.
Our client was enthusiastic about the work - here’s a quote that she provided for us afterwards:
“Simply said, Michael and the team at Berlin are creative geniuses and it all starts with the time they take to get to know your business, the consumer and the market. Their remarkable level of service and unique creative solutions can only be described as ‘elite’ within the industry. If you’re looking for smart, compelling communication that engages your consumers, you should be talking to Berlin.”
Multiple IABC Capital Awards, 2014.