Immofinanz recruits Superman for new ad campaign

Immofinanz has turned to Superman and his mild-mannered alter ego to front a TV image and brand campaign.

The Vienna and Warsaw-listed property investor-developer has teamed up with Warner Bros. Consumer Products Germany to launch the campaign, featuring DC Comics' Superman, and his civic identity Clark Kent.

The campaign is the first in the company's history and will be broadcast on television in several of Immofinanz's core country markets. With the slogan 'When Clark Kent prefers to stay in the office', the real estate company says the campaign puts the focus on its service competence as well as on the perfect office.

Three advertisement spots were recorded for the Immofinanz Superman campaign in cooperation with Warner Bros. Consumer Products, on behalf of DC Entertainment. The ads were recently launched in Austria, Poland, the Czech Republic, Hungary, Slovakia and Romania and concentrate on the online and digital out-of-home segments (moving images in outdoor advertising).

TV advertising will be added to the media mix in Austria, Poland and the Czech Republic starting on 4 November. Oversized banners and signs will also be attached to numerous Immofinanz office buildings in the six countries. The coverage is expected to exceed 100 million 'contacts'.

'Image campaigns so far have security value on the property business. We have decided to take that move, in order to position Immofinanz as an international brand owner in the property business. Our goal: when one thinks about office, one associates Immofinanz, our large scale and flexibility and our customer promise,' said Karin Kernmayer, director of marketing at Immofinanz Group.

"Superman is one of the strongest licensed brands worldwide. The Superman license has something that is unique to the Super Hero: a character with figurative features as well as a symbol, which appeals to all target groups. We are very pleased to see that the Immofinanz Group uses the strength of the legendary S-Shield for its wide-coverage image campaign," said Stefan Hausberg, director of consumer products at Warner Bros. Entertainment.

The office portfolio of the Immofinanz group includes 100 existing properties valued at €2.6 bn, which corresponds to 28.3% of the entire portfolio of the company.