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Buildout set out to launch a groundbreaking mobile app at ICSC Las Vegas 2024, designed specifically for individual commercial real estate brokers. The challenge was to create a two-month integrated marketing campaign that would build hype, drive booth traffic, and generate product sign-ups. Beyond awareness, the goal was to position Buildout as a trusted partner that celebrates the craft of brokerage while offering a smarter, more affordable, and more accurate alternative to established competitors.

BuildOut – Owning the Floor at ICSC

CAMPAIGN STRATEGY

CREATIVE & WEBSITE DESIGN

VIDEO ANIMATION

DIGITAL CAMPAIGN & CONFERENCE ACTIVATION

MARKETING & MEDIA

QUICK LINKS:

THE CHALLENGE

Making a Big Impact with Something Small

Buildout set out to launch a groundbreaking mobile app at ICSC Las Vegas 2024, designed specifically for individual commercial real estate brokers. The challenge was to create a two-month integrated marketing campaign that would build hype, drive booth traffic, and generate product sign-ups. Beyond awareness, the goal was to position Buildout as a trusted partner that celebrates the craft of brokerage while offering a smarter, more affordable, and more accurate alternative to established competitors.

THE SOLUTION

A Multi-Channel Digital Lead-Up Campaign

We created a pre-launch strategy targeting brokers, ICSC attendees, and major brokerage owners. The campaign featured teaser videos, organic and paid social media, publication emailers, landing pages, and exclusive offers, guiding audiences through awareness, interest, desire, and action. The creative concept, “Small Changes Make a Big Impact,” drew parallels between a Rolex, a symbol of prestige and the grand prize at the booth, and the Buildout app’s potential to redefine success in CRE brokerage.

Stay Ahead of the Curve, Advan Artwork
Buildout set out to launch a groundbreaking mobile app at ICSC Las Vegas 2024, designed specifically for individual commercial real estate brokers. The challenge was to create a two-month integrated marketing campaign that would build hype, drive booth traffic, and generate product sign-ups. Beyond awareness, the goal was to position Buildout as a trusted partner that celebrates the craft of brokerage while offering a smarter, more affordable, and more accurate alternative to established competitors.
Buildout set out to launch a groundbreaking mobile app at ICSC Las Vegas 2024, designed specifically for individual commercial real estate brokers. The challenge was to create a two-month integrated marketing campaign that would build hype, drive booth traffic, and generate product sign-ups. Beyond awareness, the goal was to position Buildout as a trusted partner that celebrates the craft of brokerage while offering a smarter, more affordable, and more accurate alternative to established competitors.

As the head of marketing, I knew we needed a trusted partner to help us divide and conquer, and ATYPICAL was the obvious choice. They brought incredible creativity and imagination to a first-of-its-kind campaign leading our brand, leading up to a major industry event. What stood out most was their ability to pivot when needed and their willingness to collaborate closely with our team, always finding the right balance between bold ideas and practical solutions. Their attention to detail and flexibility made them a strategic asset, and it was truly a pleasure working with them.

- AMANDA BETTS, HEAD OF MARKETING, BUILDOUT

CLIENTS RESULTS

Driving Buzz and Booth Engagement at ICSC

High

engagement across all digital touchpoints leading up to ICSC

Increase

significantly in pre-event landing-page traffic and sign-ups

ICSC

Las Vegas had a strong booth turnout and live demo participation

Teaser

video and on-site hype content positioned Buildout as an innovator

Unified

brand experience connecting digital and event activation

Brand

established as a broker-first partner redefining the tools of the trade

This is just a taste, if you want to see more...

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