After any major crisis, New York has always come back stronger. And after the first wave of Covid-19, Sotheby’s International Realty wanted to prove that the miracle could happen again.
The international realty giant wanted to support New York at a difficult time with the right approach and timing. This meant communicating in a more contemporary and engaging way than it had in the past. That’s why Sotheby’s International Realty chose Blossom.
The pandemic is still ongoing and profound change is taking place. Yesterday’s needs no longer matter. What will tomorrow’s dreams be? Sotheby’s wants to act early, and that, for Blossom, means going in search of the unexpressed and giving it a voice.
The NY housing market post-pandemic is down 35%. Newspapers are talking about the depopulation of the Big Apple. Large companies are selling entire skyscrapers. Blossom collects this data and studies it: numbers hide opportunities, not only for investors but also for the city.
Luxury apartments must become the means by which the brand helps its target audience return to dreaming of a life worth living. Attracting new investors is the opportunity the brand can offer the city.
Blossom creates a campaign about just that - a brand which, in a difficult time, has chosen to stand strong and take action - with massive outreach inside and outside the city.
Sotheby’s International Realty asked for a love letter to New York, and Blossom responded with an intimate and passionate campaign. A touching invitation to potential New Yorkers, inviting them to come to live in the city and experience the exceptional quality of daily life in New York.
With a sophisticated yet exciting aesthetic, the commercial takes us inside the Big Apple through the eyes of the people who live there. It lets you experience the thrill of a breathtaking view from the top of a penthouse, witness the typical New York wonder of people falling in love at a café table, and enjoy a walk down the street while sipping a cappuccino.
The headline speaks simply. The images and design make you dream of being on the Hudson at sunset. It’s a new language for the brand: more modern, more intimate, and perfectly in step with the times.
The campaign created demand in a target audience that was going through a challenging time, reinstilling their belief in the future and, therefore, their incentive to invest.
With "New York. Here for you." the brand repositioned itself. It spoke to the general public, motivated potential customers, and had a strong impact on insiders, fostering new business opportunities.
"Sotheby’s International Realty launched its first-ever TV commercial in February - an artsy ode to New York running on Hulu and Link NYC digital kiosks, showing New Yorkers moving through the city in flattering sunlight interspersed with shots of Manhattan’s skyline."
March 18, 2021 - The Real Deal