Toren takes reality angle in ad campaign

Riding the wave of reality television’s Faustian draw, developer BFC Partners’ Toren
residential development has launched a new ad campaign featuring
residents at the Downtown Brooklyn building “collectively and honestly
sharing their experiences at their new homes.” Residents at the
building were given flip cameras for two weeks, to document their
experiences in the 240-unit condo at 150 Myrtle Avenue. Since then, the
Toren team has posted the videos on its sales site, to “reach an
audience directly,” said Don Capoccia, managing partner with BFC.
Prices range from the mid-$300,000s to $1.7 million, according to the
developer, and the building is roughly 65 percent sold. Sales launched
March 2008, with Halstead Property exclusively handling marketing for
the development. In the video above, two neighbors cavort over a
haircut in a Toren unit. TRD