CHALLENGE
Bring to a jaded market yet another modular apartment
living product. The campaign’s goal was to introduce a
unique building concept to real estate developers and
the investment community. Our task was to differentiate
Cassette as a scalable solution—despite the fact that
the prefabricated housing concept was not new to the
industry and had yet to see true success.
STRATEGY
IThe Approach & Results – Several things about Cassette stood out as clear differentiators,
which we plucked out to serve as the basis of the campaign:
1.A female-developed model project timed with the #1 news story of the time—homelessness
and affordable housing.
2.Leverage of the legendary architectural designers Ming Fung and Craig Fung and their work
with the birth of modular;
3.A financial-forward, at-scale manufacturing concept from the partner who was a
legend in the industry.
We started by creating a Polaroid-picture-inducing description: “stackable apartment pods,”
and compared it to the modular success of the stacked media hotel built at the PyeongChang
Olympics. We developed lists of all the top real estate developers—especially those who had
done work in modular—and partnered with a famed fabricator who served as a double reason
for guests to attend. We developed infographics to explain the differentiators and sent them to
The press so they would easily digest the concept and report about it. The campaign was
reported in Inc. magazine, Construction Forum, Canadian Apartments, and Metropolitan, which
placed Cassette into the right minds of every important potential buyer.
