Daffy’s, a New York fashion shopping chain, has just closed entries in their promotional contest, providing one lucky person a ten month lease on $7000 a month apartment for $700 a month. The One Seventh apartment, in West Village, will be made available at the special price to the winner of a video contest. Between July 23 and August 14 local residents recorded their 30 second video at Daffy’s stores, hoping to be one of the five placed on the Daffy’s site for public vote (September 7 to 16). The winner will be announced on October 1.
Daffy’s posted ads for the apartment in the housing section of Craigslist and taped handwritten fliers around the city with tear-off tabs bearing the number of a contest hotline. More traditional prints ads, featuring glamour shots of the apartment from inside and out, have appeared in magazines like New York and Time Out New York. Promotional materials appeared in all Daffy’s stores. The company is operating a pop-up store for the length of the campaign out of the ground floor of the One Seventh building.
See more on the apartment, including sample videos, online at www.daffys.com/#/the-apartment
Credits
The Daffy’s Apartment campaign was developed at Johannes Leonardo, New York by creative director Leo Premutico and Jan Jacobs, art director Katie Potchney, and photographer Alan McFetridge.
