Brookfield Properties converted MetroTech Center from an outdated hidden park and surrounding retail and office buildings to a more public-facing Brooklyn Commons. The challenge was twofold: get people to refer to the new name and draw tenants to this unexpected part of downtown Brooklyn.
Inspired by the unusual programming, eclectic people, and natural beauty of the park, we developed a campaign that humorously piqued the interest of passersby to ask, “what’s Brooklyn Commons?” Using the proper Brooklyn Commons logo (they were using just a monogram that no one knew what it meant), our campaign both reminded everyone what the name is and what they can expect when they visit.
The campaign drove an 80% click rate, unheard of within Brookfield and far exceeding expectations.
Developed while working with Mosaic