LoopNet operates the most heavily trafficked commercial real estate marketplace online, with more than 4 million average monthly unique visitors. After its acquisition by CoStar, the company needed to develop a branding strategy to drive home its value proposition as a marketing necessity for property listings.

Combining print, digital and outdoor multi-media, the campaign focused on the theme that if a property isn't advertised with a premium listing on LoopNet.com, it might as well be invisible. Highlighting its premium membership, the integrated campaign launched with a series of direct mail and email communications and online display ads.

The campaign culminated with LoopNet's "LA Traffic Jam" VIP event, when a live audience witnessed a stunning visual effect that made a 12-story building in downtown Los Angeles appear to vanish before their eyes. The night also featured a private concert by the Grammy award-winning band Train.

Over four months, the program produced record-breaking sales and an increase in direct traffic to the site by over 70%. In fact, the client sold more in one month than they usually sell in an entire quarter.