The developers of eon at Lindbergh, an eco-friendly living community in Atlanta, created the condo complex to cater to the sector of the population concerned with preserving the environment, aiming to contribute to the changing landscape of the Lindbergh area and to revitalize the community.
They enlisted PUSH to help create an effort that not only would promote the condo complex, but also aid in building a community where one currently didn't exist and exhibit the potential Lindbergh possesses for consumers.
Because the Lindbergh City Center and Metropolitan Atlanta Rapid Transit Authority (MARTA) hold some negative connotations among seasoned Atlantans, eon at Lindbergh, a 47-acre "live, work, play" community anchored by MARTA and BellSouth, worked with PUSH to change perceptions.
The goal was to revitalize the area and promote the convenience, conservation, and environmental factor of living at the complex.
"We wanted to communicate action with this campaign," says Lori Cuonze, director of PR for PUSH. "People in Atlanta will now have an affordable, healthy, and comfortable living, specifically designed to help reduce utility bills and increase protection for the environment within walking distance to MARTA."
"With avatars representing real people in virtual worlds, such as Second Life, we thought it would be a nice juxtaposition to use mannequins as a metaphor for people living in the eon at Lindbergh community," Cuonze says.
More than 100 mannequins were placed around the city overnight and were designed to add dimension to the Bring Lindbergh to Life ad campaign. Mannequins were multicultural to demonstrate Atlanta's diversity and appeal to a large cross section of the Atlanta area.
"As people populate the new community, mannequins appear in garbage cans, having been replaced by real people," she adds.
The PR team targeted three media sectors: art and design trades, business and residential media, and green and eco publications.
The effort generated more than 7 million impressions.
"This community is different," Cuonze explains. "We wanted a different way to engage people beyond using conventional advertising for this campaign, and our clippings tell us it's working."
In 60 days, 105% more than the earned media objective had been garnered, and more than 25% of the total sales goal had been achieved.
The mannequins from the campaign are being donated to Atlanta-area art organizations for local artists to shape them into pieces of art that represent urban living. The finished products will be part of contest with the winner splitting $5,000 with a charity of his or her choice.
Eon at Lindbergh
PR team: Eon at Lindbergh (Atlanta) and PUSH (Orlando, FL)
Campaign: Bring Lindbergh to Life
Duration: November 9, 2006- ongoing
This campaign capitalized on a creative idea that would not only forward the business of the client, but also help improve the community of which the client is a part. Beyond its service to the community, the art contest that is an extension of the campaign serves to enrich the community further, as well as recycle the materials (the mannequins) that were used for the creative portion. The campaign also comes at a time when being eco-friendly is on the minds of a lot of consumers. Through the client's product, PUSH was able to capitalize on this mindset and better improve the response to the campaign.