Blue C Taps into Consumer Insights for Campaign Extension


Riding on the success of the 2007/2008 campaign, Blue C was asked to further develop the existing campaign by adding two 15-second local cable spots to the advertising mix as well as a commuter-inspired campaign built around the reality of rising fuel prices and the benefits of living closer to work. The spots have animated bumpers that com

municate the consumer benefit messages in a fun way while making the viewer look forward to seeing the featured Irvine Apartment Communities properties in the Irvine, Tustin Ranch and Newport Beach areas.
“The creative is relevant

because it based on the consumer’s consciousness about their lifestyle habits, and retains the witty humor of the first campaign; however, the ultimate goal is educating consumers about the resource,” said Jeff Bentley, Creative Director and Founding Partner of Blue C Advertising.Understanding that everyone is more aware of their lifestyle choices, Irvine Company Apartment Communities andBlue C strategically placed the extended campaign work for in various print, outdoor, transit and online mediums. Cinema advertising and “pump top” TV’s also are showing the 15-second spots throughout Orange County. Through a targeted NFL media package buy with Cox Media, the site has seen an increase in Web traffic especially during Monday Night football time slot.

About the Irvine Apartment Communities
The Irvine Company Apartment Communities owns and operates approximately 90 apartment communities in Orange County, Silicon Valley, Los Angeles and San Diego. It is also the exclusive builder of new multi-family rental projects in its master-planned communities on The Irvine Ranch. For more information, visit


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