Cities often use advertising campaigns to attract new residents. But making the decision to move is difficult, and an exciting slogan doesn’t make that decision any easier. To help ease the transition and provide a resource to potential residents of Indianapolis, we created a digital platform that would tell the authentic stories of Indianapolis—about its culture, its neighborhoods, its people. By focusing on the needs of those who were thinking about moving to Indianapolis, we were able to amplify the efforts of recruiters, realtors, and other partners throughout the city. In the first year of the campaign there were over 100,000 visits to the website and 97,000 video views.
We created an energetic looping video for Instagram to quickly showcase a few of the stories being told by No Mean City.