Ad of the Day: Monopoly-style billboards hit home with NYC real estate woes
New York real estate company StreetEasy, along with creative agency partner Preacher, has launched a series of illustrated out-of-home (OOH) board game billboards that aim to help NYC natives navigate the housing market as life begins to feel busier again.
StreetEasy OOH campaign by Preacher / AJ Media
‘Win At The Game Of Real Estate’ highlights the daunting, confusing and ultimately time-consuming process of finding a home in a busy city, and encourages buyers, sellers or renters to use StreetEasy’s tools to simplify the experience as much as possible.
Brought to life by local artist Jon Contino, a graphic designer famed for his unmistakable hand-lettering, the campaign draws inspiration from popular board game Monopoly.
“StreetEasy is not only a beloved NYC brand, but people notice and remember its ads,” said Rob Baird, co-founder and chief creative officer at Preacher.
“It has set a pretty high bar for attention-grabbing out-of-home and our goal was to create a campaign that was just as engaging as its previous work. The key was designing a game and messaging within our ads that could speak to everyone looking to make their next move in NYC, and hopefully delight New Yorkers while educating them on how they can actually win by teaming up with StreetEasy.”
Catching the attention of New Yorkers in a playful way, the relatable copy reads: “Rent an apartment with a dishwasher that isn’t you” and “Skip having to call your parents home ‘home’ for three weeks”.
“The New York City market is the most competitive it’s been in years,“ added Nicole Savdie, director of marketing at StreetEasy. “New Yorkers want more ways to get a leg up in finding the right apartment and getting to move-in day.
“We want all New Yorkers to know that with the many tools StreetEasy offers, including the ability to match them with the right agent, they can navigate this tricky market and make moves with confidence.”
It’s not the first time the Zillow-owned company has worked with Preacher. In 2020 it collaborated with the Austin-based agency on ‘It’s OK To Look’, an eye-catching campaign that tapped into the apartment realities and fantasies many people face through pulp noir style illustrations.