CITIZEN by Anthem

To create a media buy strategy to reach and engage English and Chinese prospective homebuyers and real estate investors.

Our team included traditional, digital, and influencer marketing components in the media strategy. The project location directly across from Metrotown gave CITIZEN a clear advantage with proximity to a vibrant shopping centre and numerous transit options connecting to other Greater Vancouver city hubs. It’s also just steps from the massive Central Park. 

Recent trends in the Burnaby market and the BC real estate market, in general, indicated this project would have to appeal to more owner-occupied buyers versus investors. The desire to live close to convenience and public amenities would also appeal to more first-time homebuyers, solo dwellers, young couples (with no children), and investors. This target audience profile shaped our media buy strategy to skew more towards digital, where we could engage with more short-form video content to drive more interest in our desired buyer groups. 

Our team created short-form TikTok ads to drive awareness in the Millennial and Gen Z group, which will likely benefit the developer’s brand in the mid to long-term as the Gen Z group looks to buy their first home. 

Based on client feedback, the project was very well received in the end user and realtor market, generating lots of buzz and foot traffic to the sales centre, which converted into sales that met the developer’s targets.