The rooms suck. The beds suck. The food sucks. The random roommates…yeah, you guessed it—they also suck.
Killam Apartments REIT is the largest landlord in Atlantic Canada. During the academic school year, Halifax alone has an influx of 30,000 students into the downtown core.
Killam challenged us to design a B2C marketing campaign targeting post-secondary students (ages 18–25) who either lived in residence or lived off campus with roommates and were looking for a new apartment.
Moving from residence into your very own Killam apartment is a victory—but in this campaign, we act as if it’s the single most important victory in the history of humankind.
Clicking through each video led to a provisional landing page on killamstudents.com that encouraged the audience to enter a contest for a chance to win $500 and a month of free rent with Killam. Each entry produced an interstitial social media post containing a link to the video, and also provided an opportunity to tag a friend to encourage them to enter the contest as well.