Larco Investments begins Escape from Boringville campaign
By Adnews Staff
Real estate company Larco Investments has begun a marketing campaign in Vancouver for a new residential and retail development in South Surrey, BC called Morgan Crossing. The campaign, called "Escape from Boringville," consists of five ads placed in the classifieds sections of Vancouver newspapers. Each ad purports to offer for sale an item no longer needed by someone who is abandoning their boring life. One ad reads, "Beige minivan for sale. Perfect for someone in the suburbs. Still in good condition. Looking to trade it for a more exciting life." The campaign also includes traditional newspaper ads, online banners and a website. The initiative also includes an out-of-home installation depicting a group of mannequins getting out of a beige minivan and climbing onto a billboard to get a closer look at the development. The campaign was developed by Spring, in association with Fingerprint Strategies, Barlow Media and Elettra Communications. "With the Escape from Boringville campaign, we wanted to demonstrate that buying a home is not just a choice about where to live, but also how to live," said Rob Schelycher, creative director at Spring. "The mannequins are simply a metaphor for the desire to escape suburban sameness and find something better."