CoStar Group

Company: CoStar Group, Inc.
Company Description: CoStar Group, Inc., based in Bethesda, MD is the leading provider of information services to commercial real estate professionals in the U.S. and the U.K. CoStar's suite of services offers customers access via the Internet to the most comprehensive database of commercial real estate information on over 50 markets in the U.S. and U.K.
Nomination Category: Advertising
Nomination Sub Category: Best Magazine Ad

Nomination Title: CoStar Group's "Would You Know About..." Ad

The date in 2003 on which this nominated ad was first run, aired, or otherwise made public:

September 2003

Briefly describe this nomination’s communications objectives and how it met those objectives (up to 100 words):

Communications Objectives
Differentiate our product as superior to a competitor, reinforce our premium value
and convey the risk of using an inferior product.

Objectives Met 
We created a grossly exaggerated skyscraper to show the difference between our
database and our competitor in a humorous way.  The size of the skyscraper was
proportionally accurate to the difference between the two databases. The text
reinforced that missing data represented missed opportunities, effectively
conveying the risk of using the inferior service and reinforcing the premium value
we deliver. The ad also conveyed why our data is better and positioned us as the
industry leader.

List the appropriate creative and production credits for this nomination: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Advertising Agency/City: In-house design-CoStar Group, Inc./Bethesda, MD
Art Director: Suzanne Park
Creative Director: Mark Klionsky
Writer: Mark Klionsky/Andrew Florance