Since 2013, Killam has run an annual “free rent for a year” campaign to promote their locations and grow their brand recognition, with the ultimate goal of acquiring new tenants and increasing their number of leases signed.
Our challenge was to launch a new ‘free rent’ campaign that would create increased national visibility for the Killam brand in highly saturated rental markets in Ontario, Alberta, and Atlantic Canada.
We designed a simple, yet provocative message to promote Killam’s annual campaign. What is the ultimate interpretation of living free?
Living free is living naked.
Our campaign utilized short videos and OOH marketing emphasizing the carefree life of Killam tenants living naked free of rent…or free of any other worry in the world.
Killam Apartment REIT is one of Canada’s largest residential landlords, owning, operating, managing and developing a $2.7 billion portfolio of apartments and manufactured home community properties. Killam’s properties are located in Atlantic Canada’s six largest urban centres, Ontario, and Alberta.
Partner Agency: Cossette
Account Director: Sam Abudayyeh
Account Executive: Jena McCulloch
Art Director/Graphic Designer: Greg Dubeau
Copywriter: Brad Dykema
Video Production: Buoy Marketing + Production
Producer: Don Veinish
Producer/Director: Ben Bennett
Director of Photography: Kevin Fraser
Photographer: Kelci MacDonald
Graphic Design Intern: Karen Lewis
Graphic Design Intern: Becky Ryan
Killam increased leases signed in their largest market, Nova Scotia, by 11%.
Killam exceeded their signed lease projections by 7%.
Killam lowered their Nova Scotia vacancy rate from 4.6% to 3.7%.
Killam lowered their national vacancy rate from 4.9% to 4.5%.