Located in the heart of the revitalized Calgary inner-city Victoria Park neighbourhood, The Underwood is one of the only purpose-built rental multi-residential developments in the city. It features upscale décor and design, complimented by all of the modern amenities that professionals who work in the downtown core desire.
With market rental rates finally recovering after hitting a trough during Calgary’s economic downturn, The Underwood reached project completion and was ready to begin pre-leasing its available suites. However, due to an abundance of consumer choice in light of a market apartment vacancy rate hovering close to 10%, Underwood needed a way to stand out from competitors.
After initial discussions and strategy discovery, the Barrel team quickly realized that showcasing the elegance of the property and suites alone would not suffice. The decision was made to undertake a sweeping, three-day video production that highlighted the features, amenities, and unique aspects of the neighbourhood in which The Underwood was located, in addition to staging and filming in two fully-furnished suites. This video was syndicated across The Underwood’s Facebook, Youtube and Instagram social channels, and as a programatic buy on social media networks.