Atlanta Real Estate Forum congratulates Berkshire Hathaway New Homes Division and Marketing Results for winning a Gold OBIE in the Best Advertising Campaign – Builder – Budget under $10,000 category for its #LOOKUP campaign for Skyland Brookhaven. Presented by the Atlanta Sales and Marketing Council, the OBIE Awards are the premier awards given in the Atlanta new home construction industry.
Skyland Brookhaven is a new townhome community in an excellent location for downtown and major corridor access in a transitional neighborhood. These 3- and 4-bedroom, 3 bath townhouses boast open floor plans with excellent interior amenities for this neighborhood. The great location, excellent home design and community amenities – pool, clubhouse, pocket parks, and nearby Skyland Park – compensate for the transitional neighborhood.
The #LOOKUP campaign for Skyland Brookhaven was designed to reach a large, diverse target market with a personal and fresh approach. The campaign focused on strong lifestyle visuals for the target market; simple, easy bullet points; and strong, unique community colors of dark blue and orange.
At a quick glance, the consumer is able to process the main marketing attributes of the community due to simple, direct copy while the lifestyle photos targeted at different publications and target groups connect with the targeted consumer group. The lifestyle photos used are an attractive single male, young family, millennial couple, and a single female to represent and relate to the diverse target market.
The #LOOKUP headline is a direct reference to the community tagline Life in Balance. By living at Skyland Brookhaven, you have the best of both worlds. A great designed home made for living and entertaining in a community that is close to restaurants, retail, parks, and all the city has to offer – A Life in Balance. So Lookup and Enjoy. The #LOOKUP is also a play on looking up at the tall 3-story townhomes.
The ads have been placed in targeted and strong distribution publications. The #LOOKUP campaign has worked very well in print and in social media with the diverse target market. To date, the new campaign has doubled traffic to the community and generated 12 sales in the first two months of the campaign, exceeding the clients’ sales goals.
The Greater Atlanta Home Builders Association’s OBIE Awards celebrates its 38th anniversary in 2018. The awards began in 1980 and have grown throughout the years to include more than 100 building, remodeling, marketing and personal achievement categories. The OBIE Awards are named after the obelisk shape of the actual award given. To see all of this year’s OBIE award winners, visit www.AtlantaRealEstateForum.com/category/OBIEs. Make sure to like, share and comment on this story.