When we started this project there wasn't a name associated with the program. So, the first order of business was to give the program a name that truly represented the core mission. Smart City has done an excellent job of engaging and acquiring its audience through social media, so the program had to work well across the various social platforms.

The central idea of the program was allowing customers to make extra income by referring them to use Smart City as their apartment locating partner – super simple, yet super beneficial concept. Thus, birth the name, “Friends With Benefits”. We felt this name was catchy and familiar. It played well in the world of social media and was a play on a universal social slang.

Next, we created a tagline, “It pays to be social!” to act as our north star for all communication efforts. Once again, we continued to stay in the realm of the catch phrase with the hopes of encouraging customers to not only share the program word of mouth, but across their personal social channels, as well.

We infuse all copy with fun language that encouraged customers and potential customers to participate in the program – painting a picture of light hearted, real world examples of why this program would be of value in their lives.

The promotion for this program had to spam across multiple communication platforms. We created assets for social, email, text, website, and physical engagements.