Burkely Student Communities: Salubrity

Burkely Communities, a for-profit company, provides no-frills student housing. In the agency's research for the client, college students were asked to choose between an apartment community that will help them get ahead in school, or one with great amenities like a pool, gym, weekly socials, etc. After 75% made the more academic choice, it was decided to position Burkely Student Communities as "success incubators," designed and managed to give residents an academic edge over other students. The ad campaign is tagged, "Smart Move."