To bring attention to its online commercial real estate marketplace LoopNet.com, and at the same time throw a meaningful event for clients, CoStar Group, a Washington D.C.-based provider of real estate analytics and marketing services, on Jan. 18 hosted a 3D mapped projection event to illustrate the message “If a Commercial Property Isn’t Advertised on LoopNet.com, it Might as Well Be Invisible.” The projection display gave the illusion that a 12-story Los Angeles building had literally disappeared.
The event began with a VIP, red-carpet style party in a neighborhood parking lot, where guests enjoyed high-end hors d’oeuvres and drinks. The band Train took to a main stage in front of the target building and performed for 40 minutes before the projection display began. The display delivered marketing messages and visuals like a pinball machine, with concepts that were in synch with stage lighting. After the big reveal, Train played another 20 minutes to close out the show.
“What we wanted to do is make sure that whatever we do, it’s something really excellent and memorable. We’re always open to new ways to project what the brand wants to communicate,” Richard Simonelli, communications director at CoStar who managed the program, told Buzz. “It wasn’t just something cool with a lot of bells and whistles, but rather it was really cool with a lot of bells and whistles and drove home the point of what was happening with our product.” Agency: Pearl Media, Fairfield, NJ.