A division of Golden Valley-based M.A. Mortenson has launched an unusual marketing campaign aimed at highlighting the 40-year-old firm's expertise in real estate development. Unusual is putting it mildly. The campaign explains how Mortenson can provide creative solutions to the "hairy issues" that often dog real estate projects.
In the spirit of hairiness, the ads features an oversized brown hairball with eyes that dons wing-tips, chukka boots or sneakers, depending on the situation. The character looks like a Tribble from Star Trek, only the fur isn't as soft and flowing as the beloved TV sci-fi character.
Five different ads discuss the "hairy" issues of financing, government approvals, cost containment, speed of delivery and public-private partnerships.
The Minneapolis-based agency Pocket Hercules created the campaign, which will launch in the Twin Cities first. The work will include print and online advertising, public relations, digital and social media and event marketing.
Bob Solfelt, Mortenson's director of real estate services, says the firm wanted to use a "bit of humor to grab the attention of commercial real estate brokers and corporate real estate directors."
Janet Moore covers commercial real estate for the Star Tribune.
