A few weeks ago we noticed an upside-down billboard for Piken Real Estate on La Brea Ave. We chuckled. How stoned would you have to be to pull that off?
Then we noticed another. And another. Wait a minute...yep, it's a bizarre marketing campaign.
It's not bizarre just because the billboards are upside down. That kind of dare-to-be-different tack has been taken before. It's bizarre because Piken isn't a hip hotel; it's a commercial real estate company. And there's no "get it?" wink with the Piken marketing at all. It's completely indistinguishable from the bonehead screw-up.
Which is exactly what makes it so effective. Piken is now on the very short list of commercial real estate companies we'd recognize by name.
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