2008 MFE Awards
Marketing and Advertising

Submitted by: GRECO Development Minneapolis-based GRECO Development partnered with Carbon Creative to bring a virtually paperless marketing and advertising campaign to the Twin Cities. The campaign for the 242-unit, LEED-certified rental property Blue emphasized a greener, high-end lifestyle.

In addition to Web site-driven and email-capable PDF brochures and floor plans that generated 47 percent of leases, the campaign embraced viral marketing by conducting a one day "scavenger hunt" where prospective renters completed earth- and neighborhood-friendly challenges to win a year's free rent.

Instead of typical door hangers and flyers, marketing collateral included branded glycerine soap and melt-in-your mouth Blue candy suckers. The firm also provided "Living Green at Blue" kits to residents to promote environmental responsibility.