on Mar 20th, 2006Corcoran Rare Victorian Gem, Live Who You Are (A Prune?)
Corcoran, the high-powered Manhattan real estate company, is rebranding itself as a lifestyle company instead of a nuts and bolts “we sell properties” company. To prove their point, they hired J. Walter Thompson to produce a series of ads that are captioned with selling terms like “rare victorian gem,” “triple mint condition,” and “beachfront beauty.”
The one above is the “rare victorian gem.” She’s described as a “high-society matron” in the press release. For me, this is a rather strange emotional connection to draw between the phrase and an image of what your real client might look like.
The use of the word victorian instantly dates the person in the image and brands her a has been, someone out of the cultural loop. Even the word matron sounds awful to me. Who on earth wants to think of themself as old, worn out, and part of some ancient turn of the century time period.
This image should be conveying a sense of smart, sophisticated, and up to speed on the world at large. Bad vibes for me, espcially since your target market includes the woman in the image.
The intention: “I feel as though we’re not selling real estate,” said Chief Executive and president Pamela Liebman. “We’re selling lifestyle. This campaign takes that fully into account.”
Nothing says more about who you are, than where you live. So at Corcoran, we dedicate ourselves to finding out all we can about you—your dreams, your desires, and your very personal, very individual taste. Even if that runs to the seldom-seen classic. Then we focus in on homes that don’t just fit you, they suit you.
It’s the only way to make sure that where you live, says who you are.
Live who you are.
This image and phrase is closer to the mark: Beachfront Beauty.
This image and phrase hits the mark for most women, young AND old: Triple Mint, New to the Market