Dive Brief:
- Aparments.com is making its first foray into Super Bowl advertising with a spot featuring actor Jeff Goldblum and teaser spot featuring rapper Lil Wayne. Goldblum will portray a character, Brad Bellflower, Apartments.com featured in a $100 million campaign last year.
- The 60-second spot will air during the second commercial break, the Wall Street Journal reports.
- According to Apartments.com CMO Becky Carr, the company decided to take the Super Bowl plunge because data show that almost 33% of people in the U.S. rent rather than own, and the average person moves every 18 months.
Dive Insight:
"A year ago, the apartment marketplace for us was a $100 million, and it's doubled — ending 2015 with $200 million," Carr told Adweek. "What can you do to top what we did last year but reach a hundred million-plus audience through the iconic opportunity to be on the Super Bowl? This provides a platform for us to take it to the next level."
Apartments.com was acquired by CoStar Group in 2014 for $585 million, and the Goldblum campaign from last year was its first major advertising push with an eye toward establishing the brand.
CoStar CEO Andrew Florance told the Journal that year one was about brand building, and now year two is about maintaining and developing the brand.
"The Super Bowl is a natural next step to that 2015 campaign. It is the ultimate destination to create top of mind brand awareness," he said speaking to WSJ.