Name of the Company: Nestseekers International
Your Name and Position: Ryan Serhant, Real Estate Broker (#2 Real Estate Agent in NY, & #5 in the USA & star of Bravo’s “Million Dollar Listing”)
What do they make (if they are a product-based company) or what do they do (if they are a service-based company): Real Estate Brokers
Was there a problem you needed to solve for your company?
How do you a sell a building that doesn’t exist? How do you connect it to people? My developer, Magnum, wanted max prices than had never been sold before in that (East Village 7th & A) area- it was $1000/sq ft higher- and that falls on me as the broker to make that happen. I needed something that could grab people’s immediate attention and reach the demographic of who the buyers could be.
What was the solution created to solve this problem?
Normally you would take a person and photograph them in the apartment or renderings but that is pretty boring and stale and wasn’t going to get the numbers my client wanted to achieve. This particular campaign allowed us to take people who could ordinarily live in East Village and paint them into the background. Trina bodypainted people to blend into the renderings, finishes & neighborhood instead of stale renderings & also we wrapped the building in banners with the address of the building painted on nude bodies. It was a fun way to take a harder look at a photo you would look at anyways.
What sort of a campaign was it (ie. product launch, branding campaign, advertising, etc):
Building launch- to sell a building before it was done being built.
What type of media did you use for this projects distribution (ie. print, social media, tv, live event):
Banner Ads for building, Outdoor (including times square), Pop Up Experiential Sales Office/Gallery, Print (real estate book & editorial ads), Web, Social, TV (Bravo), Event (Webster Hall)
What were the results from this campaign? (As specific or measurable as possible i.e. we boosted web traffic to our site by 10 percent for one month or we increased sales by $10,000):
We broke price records that didn’t make sense for the area. We went viral and this was all over the media and print. We sold a lot of the building at a great volume and speed because of her work.
What was your biggest fear before hiring us? Did it come true, and if not, what happened instead?
There’s was a small amount of resistance coming from people that said we couldn’t do what we were doing and they all started shutting up quickly as they saw the results coming in.
What was your experience working with other bodypainters and how are we different?
I was a hand model for Guido Daniele and did campaigns for like AT&T (the most popular ad campaign that year). I would have to model all day. I was really happy I didn’t have to model for this one- I’d much rather be the person watching the bodypaint.