Aura at 139th Street and 108th Avenue in “The New City of Surrey” is a one- and two-bedroom condo project geared toward young buyers and girls named Rachel. Or perhaps more accurately, the parents of young buyers and girls named Rachel.
As pitched by Surrey’s Fifth Avenue Real Estate Marketing, Aura’s “low monthly payments, the excitement of the new Surrey City Centre neighbourhood, the walk to the SkyTrain, all make it easy to call AURA home. How much better can it get!”
Probably best for someone like me not to be asked this question.
Overall, I have mixed feelings about this campaign, which is to say there may be a glimmer of goodness in it. Perhaps because it’s less calculated and more clumsy than the standard we’ve come to expect from wizards such as Rennie and Wong.
There are inconsistencies in style (is it “Aura” or “AURA”?) and, more significantly, there’s a complete oxymoron in the call to action. Compare the urgent “move in today” and “do it” in the print ad with the calm “we want you to take your time” instruction from the website. I’m not kidding. The website invites prospective buyers to take their time and consider their potential purchase.
A condo marketing coup? Not quite. That girl still looks like she fell out of a Gap commercial from 1998. There’s this faux New York suggestion that Aura is an “upper east-side cityhome.” And it’s way too liberal in its use of adjectives (i.e. the features sheet lists a “funky” lobby entrance and “bold” 3 inch baseboards). But we’re spared a close-up of a latte and on one of the website’s pages it can be inferred that a resident may actually be commuting to work. Yeah, work. In today’s hype, that might just be worth glowing about.