StreetEasy launches film noir-like marketing campaign

StreetEasy's latest marketing campaign, "It's Okay To Look," is aimed at those who have been wanting to find a place in New York City with specific amenities like washer and dryers, bathtubs and more.

Aimed at a broad target audience, the campaign messaging addresses the common frustrations inherent in finding a suitable place to live. It comes to life via pulp noir-like illustrations reminiscent of romance novels, spread across some 30,000 out-of-home media placements, including bus shelters and subway platforms.

Launched in 2006, StreetEasy is an online platform that lists properties for rent or sale in New York City and New Jersey.

“In New York City, whether we’re renters or buyers and no matter what borough, it’s a pretty tough search process, and there are a lot of things that are hard and expensive and compromising about it,” Amory Wooden, Senior Director of Marketing at StreetEasy explains.

“But there are also elements that are thrilling and exciting. You could get that washer and dryer. You could get that backyard. It’s positive and actionable.”

The OOH messaging depicts a range of coveted amenities—from bathtubs to doormen to “landlords that won’t judge your domestic partners,” as in cats, dogs and other critters.

Read more here