IMMOFINANZ Group has partnered with Warner Bros. Consumer Products Germany to launch an image and brand campaign featuring one of the best-known Super Heroes in history, DC Comics’ Superman, and his civic identity Clark Kent. The campaign is the first in the company’s history and will be broadcast on television in several core countries of the real estate company. With the claim “When Clark Kent prefers to stay in the office”, the real estate company puts the focus on its service competence as well as on the perfect office.
Three advertisement spots were recorded for the IMMOFINANZ Superman campaign in cooperation with Warner Bros. Consumer Products, on behalf of DC Entertainment. The ads were recently launched in Austria, Poland, Czech Republic, Hungary, Slovakia and Romania and concentrate on the online and digital out-of-home segments (moving images in outdoor advertising). TV advertising will be added to the media mix in Austria, Poland and Czech Republic starting on 4 November. Oversized banners and signs will also be attached to numerous IMMOFINANZ office buildings in the six countries. The gross coverage is expected to exceed 100 million contacts.
Superman is known almost 100% all over the world. He has inspired blockbuster films as well as television shows, exciting videogames and a multiplicity of consumer products for fans of all ages. When Superman first appeared in 1938 in the comic book Action Comics #1, he very quickly became an icon.
“Image campaigns so far have security value on the property business. We have decided to take that move, in order to position IMMOFINANZ as an international brand owner in the property business. Our goal: when one thinks about office, one associates IMMOFINANZ, our large scale and flexibility and our customer promise”, says Karin Kernmayer, Director Marketing of IMMOFINANZ Group.
“Our asset management follows a distinctly customer-oriented approach, which we already summed up in the previous year, true to the motto ‘more than office’. We offer more than pure office renting space in which the focus is on our tenant and his staff. The Superman campaign takes up this theme with a wink and promises a highly cross-national recognition value for our offices and service competence”, says Dietmar Reindl, Director Office and Logistics of IMMOFINANZ Group.
“Superman is one of the strongest licensed brands worldwide. The Superman license has something that is unique to the Super Hero: a character with figurative features as well as a symbol, which appeals to all target groups. We are very pleased to see that the IMMOFINANZ Group uses the strength of the legendary S-Shield for its wide-coverage image campaign”, says Stefan Hausberg, director consumer products of Warner Bros. Entertainment GmbH.
The office portfolio of the IMMOFINANZ group includes 100 existing properties and the carrying amount of 2.61 billion euros, which corresponds to 28.3% of the whole existing portfolio of the company.
- Reach: over 100 million gross contacts
- Brand campaign will be widely used internal and external (internet, DOOH, TV, presentations, connection to social media)
- Own advertising presence: office.immofinanz.com
- Implementation in six different languages (spots in three languages)
- Cineastic focus, extravagant postproduction (computeranimation, 3D, etc.)
Campaign pictures and the spots under: office.immofinanz.com
ADVERTISING MATERIAL: TV spot, online banner, prerolls DOOH spots, building-banner and sticker
CLIENT: IMMOFINANZ AG
PRINCIPAL: Karin Kernmayer
AGENCY: M’CAPS Advertising
ONLINE AGENCY: abss interactive GmbH
CROSS CHANNEL MARKETING/MEDIA AGENCY: Goldbach Interactive Austria GmbH
FILMPRODUCTION: Seven Film- und Postproduction GmbH
DIRECTOR: Pascal Heiduk