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03.31.06
Bronze Telly for MDS—$90 mil sellout for client
Rapid Rewards! Agency's award-winning Corporate DVD fuels 91-minute $90 Million Sellout
MDS Advertising, the innovative design studio and advertising agency in Austin, has a mission statement it shares with each of its clients. The agency intends that every dollar spent by the client on MDS Advertising creative will translate into bottom line profits for that client. At times that return can be breathtakingly swift and impressive. Take for example the radical $90 million, 91 minute sellout success recently enjoyed by the agency’s client, national real estate giant Montecito Property Company.
Austin, TX—Montecito Property Company has been an MDS client since MPC's startup two years ago. In this brief span of time, Montecito earned the title of fastest growing and second largest condominium community converter in the U.S. with sales in 2005 in excess of $1 billion. Montecito is a company committed to making it happen fast and MDS has matched stride with its client, producing creative advertising from that beginning to their current zenith.
In September 2005, Montecito experienced record-setting success that even surprised these high performance players. In 91 minutes the company sold out Biltmore Square at Camelback, their $90 million Phoenix community, cutting short the Grand Opening, but giving way to a heck of a celebration back at corporate headquarters. "This must be some sort of world record!" Montecito's CEO jubilantly emailed the news to MDS, acknowledging the agency for its contribution to Montecito's over the top success which had been driven in large part by the high-powered advance advertising and collateral MDS created for its client.
MDS had generated a powerful slew of campaign collateral for the run up to the Grand Opening of the Arizona property, producing print, broadcast, direct mail and a multi-media including the Telly award winning DVD—all aimed at driving a spectacular and early sales success. And though both agency and client anticipated positive results, even a sellout, probably no one was expecting to do a million dollars a minute in business and selling out the entire property in 91 minutes. But, that is what happened.
"We took it on and committed to aggressively generate desire and galvanize a competitive interest in the property that could sell it before the doors opened," explained MDS creative director David Hubbard. "Our creative is meant to deliver results—in this case they came in even more rapidly than we expected."
The extensive collateral suite designed for Montecito included the award winning multi-media DVD portrait of the community which earned MDS Advertising the 2006 Bronze Telly for Creative Excellence in Video.
About the agency: MDS Advertising Inc is a full service, award-winning advertising company focused on cutting edge creative that delivers results.
