Monstrous Marketing
23 04 2009This is either the best or the worst marketing sign we have ever seen. It makes us think of “Where the Wild Things Are” not buying a Condo but who knows? Stranger ideas have worked…
The Park at Courthouse Condos in Arlington only has a few more units to sell, but we have a question, is $600,000 for a two bedroom +den really 2003 prices?
[Photo: DCMetrocentric]
I was thinking abominable snowman.
If it’s the glass monstrosity I think it is, then it truly is an “abomination” before God!
2003 price “roll back” for condos in Arlington should roll back to around 300k or less!
If I were feeling devious, I’d find the average cost in 2003 for a 2 bdrm condo in Arlington, and demand they sell it to me at that price!
That sign’s been up for over six months now, so clearly no one is being fooled…
They use the same theme/monster in their Washington Post ads. The only purpose is to make you look and hopefully call (if you are looking for a condo). In that respect, the sign and the ads work very well.
I think it’s pretty good, though I have a bias.
I actually spoke to the guy who designed this: http://www.zerflin.com/Benjamin/YoungSavage/zerflin/the-park-at-courthouse-abominable-snowman/
As an employee of the agency that created the campaign, I can verify that the creative can be polarizing, but no matter what you think, you can’t help but notice it.
It gets the point across (big units with low PSF pricing) and has been getting results (sales) from all media: print, signage and email.
Plus he’s a funny looking monster, you can’t help but laugh when you see it.
To clarify, celestial_elf is wrong… I did NOT design this campaign; that credit goes to Merrick Towle Art Director Heidi Landis. I simply made the sign (as a production artist) with her direction.
I would however like to put in my two cents and say that I LOVE this campaign. I think she did a fantastic job promoting this piece that is both striking and memorable.