VERSUS LUXURY RENTAL APARTMENTS -

Westcorp Properties

CLIENT ASK

Westcorp Property Management wanted us to help them increase the number of leases at the luxury apartment property in downtown Calgary,VERSUS.

HOW MIGHT WE

Help lease luxury apartments to Calgarians during an economic downturn.

KEY FINDINGS

VERSUS is located in Calgary's Beltline area, the city's fastest-growing community just minutes from downtown with 1,688 new residents in 2018.

The primary audience in this area is young working professionals and university students looking to graduate soon.

Although VERSUS is currently one of the only properties of its kind in the Beltine, there are numerous other high-end rentals entering the market by the end of the year.

Albertans are more inclined to buy a home than rent.

Historically, the majority of Albertans have preferred a suburban lifestyle.

The younger generation (students are new professionals) are more attracted to an urban lifestyle. They are more ambitious and are focused on their career instead of family life.

INSIGHT

The young professionals working in downtown Calgary find true

wealth in time, not money.

Human Problem

SOLUTION

At VERSUS, you have time for what matters.

Young professionals find that there isn't enough time in the day to accomplish everything they want.

EXECUTION

We revamped the VERSUS messaging to focus on its true value, time.

With VERSUS situated just minutes from downtown, it is well connected to all downtown offices, restaurants, bars, stores, and other downtown amenities. To add to it, the property itself offers numerous amenities including a gym, yoga studio, entertainment suite, rooftop patio and much more.

" Do more of what you want because of where you live. At VERSUS, you have time for what matters."

Insight

The real currency valued by VERSUS' audience isn't money, it's time.

Advantage

VERSUS

VERSUS' location and its on-site amenities keep its residents closely connected to all the services and conveniences they may desire.

Strategy

Show professionals working in downtown Calgary that VERSUS' prime positioning and on-site amenities helps its residents find time for the things that matter to them.

VS_AD_Pattison_1920x1080_190619_113396_F

The campaign was executed using:

- Digital advertising

- Social advertising

- Geo-targetted advertising

- Elevator advertising in downtown Calgary

- Transit advertising focusing on downtown commutes

- Out of home advertising around key downtown offices

- Print advertising in local magazines

ADDITIONAL MESSAGING

In-building gym & yoga classes.

Time for self-care, time for what matters.

Steps from your favourite spots.

Time for unforgettable nights, time for what matters.

State-of-the-art demonstration kitchen

Time for celebrations, time for what matters.

Role

Account Lead, Strategy support, Copywriter

Back to Work

HUMAN PROBLEM

Young professionals find that there isn't enough time in the day to accomplish everything they want.

VERSUS LUXURY RENTAL APARTMENTS -

Westcorp Properties

CLIENT ASK

Westcorp Property Management wanted us to help them increase the number of leases at the luxury apartment property in downtown Calgary,VERSUS.

HOW MIGHT WE

Help lease luxury apartments to Calgarians during an economic downturn.

KEY FINDINGS

VERSUS is located in Calgary's Beltline area, the city's fastest-growing community just minutes from downtown with 1,688 new residents in 2018.

​

The primary audience in this area is young working professionals and university students looking to graduate soon.

​

Although VERSUS is currently one of the only properties of its kind in the Beltine, there are numerous other high-end rentals entering the market by the end of the year.

​

Albertans are more inclined to buy a home than rent.

​

Historically, the majority of Albertans have preferred a suburban lifestyle.

​

The younger generation (students are new professionals) are more attracted to an urban lifestyle. They are more ambitious and are focused on their career instead of family life.

​

INSIGHT

The young professionals working in downtown Calgary find true

wealth in time, not money.

Human Problem

SOLUTION

At VERSUS, you have time for what matters.

Young professionals find that there isn't enough time in the day to accomplish everything they want.

EXECUTION

We revamped the VERSUS messaging to focus on its true value, time.

​

With VERSUS situated just minutes from downtown, it is well connected to all downtown offices, restaurants, bars, stores, and other downtown amenities. To add to it, the property itself offers numerous amenities including a gym, yoga studio, entertainment suite, rooftop patio and much more.

​

" Do more of what you want because of where you live. At VERSUS, you have time for what matters."

Insight

The real currency valued by VERSUS' audience isn't money, it's time.

Advantage

VERSUS

VERSUS' location and its on-site amenities keep its residents closely connected to all the services and conveniences they may desire.

Strategy

Show professionals working in downtown Calgary that VERSUS' prime positioning and on-site amenities helps its residents find time for the things that matter to them.

The campaign was executed using:

​

- Digital advertising

- Social advertising

- Geo-targetted advertising

- Elevator advertising in downtown Calgary

- Transit advertising focusing on downtown commutes

- Out of home advertising around key downtown offices

- Print advertising in local magazines

ADDITIONAL MESSAGING

In-building gym & yoga classes.

Time for self-care, time for what matters.

​

Steps from your favourite spots.

Time for unforgettable nights, time for what matters.

​

State-of-the-art demonstration kitchen

Time for celebrations, time for what matters.

​

​

Role

Account Lead, Strategy support, Copywriter

HUMAN PROBLEM

Young professionals find that there isn't enough time in the day to accomplish everything they want.