StreetEasy to those looking to move out of NYC: ‘Never Become a Former New Yorker’

Ex-New Yorkers lament living as the other half does in a cheeky campaign from New York real estate brand StreetEasy. “Never Become a Former New Yorker,” created in-house in partnership with Mother New York, features several spots and photography that focus on cautioning buyers looking to move out of the city of the less exciting fate that could lie ahead. The simple but striking spots depict former New Yorkers being out of their element in their new homes, facing the monotony of suburban life. The ads go on to emphasize that leaving New York City isn’t a prerequisite for owning a home, encouraging New Yorkers to fulfill their dreams of homeownership in the best city in the world. The imagery for the campaign captures the boredom of suburban living. Quotes overlaying the ads were inspired by former New Yorkers who decided to leave the city. “A lot of current New Yorkers view their options as renting in the city or leaving to buy a home,” said Andrea Mazandi, principal brand strategist at StreetEasy. “We wanted to show that being a New Yorker and being a homeowner doesn’t have to be mutually exclusive. We all know that life in New York City isn’t always easy—and the city’s real estate market is no exception— but with the right tools and agent expertise, New Yorkers can have it all. The truth is that buying a home anywhere is a massive financial investment, so it’s a decision that only makes sense if it’s in the city you truly want to call home.” The campaign comes as StreetEasy research found one in three New Yorkers who are actively considering buying a home in the city are also debating making their purchase outside the five boroughs. Yet, a survey conducted by StreetEasy and Zillow of 189 former New Yorkers found that most respondents (92%) said they missed at least one thing about life in NYC. In addition to the video and OOH ads, StreetEasy created a hotline for nostalgic New Yorkers who have left behind bodega cats for cul-de-sacs. Former New Yorkers can call 1-833-I-MISS-NYC to listen to the sounds of the city or air their grievances about life outside the five boroughs. A select number of respondents also have the chance to receive a surprise “piece of the city” gift from the brand. The campaign will run throughout the year in out-of-home, digital, audio, CTV and social media placements. Ads for the hotline will run on social media and placements on New York’s Metro-North Railroad. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

StreetEasy to those looking to move out of NYC: ‘Never Become a Former New Yorker’

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