Branding Creative for AvalonBay Communities

When a $20B company with 275 apartment communities in 18 markets wanted to reinforce its online branding, Avalon Bay Communities hired 5HD to develop a series of animated ads to be used in direct placements and in Avalon Bay’s programmatic ad campaigns. With three distinct brand personalities, rather than doing a unified single ad as directed, 5HD recommended Avalon Bay dedicate a creative direction to each brand personality.

Goals

  • Create online marketing to promote new brand identity and niche products
  • Capture attention within clearly defined brand standards
  • Complement print efforts designed by our sister company, Triad Advertising

Challenges

  • Capture attention in online space
  • Execute brand online
  • Effectively reflect three distinct brand personalities – Avalon, focused on upscale professionals; Ava, for the modern hipster; and eaves, targeting the value consumer

avalon2

approach

  • Highlight lifestyle characteristics particular to each brand
  • Avalon brand ads center around unique features and earned luxury
  • Ava’s unique blend of technology and non-conformity made it fun to play with concepts most brands would shy away from
  • For the value consumer, 5HD played with the eaves brand icon to allow the apartment to become the focus of each ad

  

outcomes

  • Appealing ads reflecting brand standards engaged each audience segment
  • Ads ran for more than a year