Seventology Guerrilla Campaign
Advertising, Design, Television
2011
A guerrilla marketing campaign for an apartment building.
- Seventology Guerrilla Campaign
- This was a fun one, done for KW2 in Madison. The assignment: With very little budget, create buzz about a yet-to-be built apartment building at 777 University Avenue. The solution: Using spray painted found objects, vinyl stickers, and mysterious 15-second cable TV spots, lead curious Madisonians to seventology.com, a cultish, DIY-looking blog site that counted down to July 7, 2007 and promised to “change Madison forever.”
Thousands engaged, and the Steve Brown Apartments building now known as The Lucky pre-sold all its units before construction was completed. 
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