Franklin Square

Background
Located just steps from the U.S. Capitol, Franklin Square is a distinguished office property that underwent a major transformation, featuring a reimagined lobby, state-of-the-art conference and board rooms, a fitness center, and modern amenities including bike storage. The owner’s significant investment positioned the building as a premier destination for tenants seeking a sophisticated, amenity-rich workplace in the heart of D.C.

Challenge
The timing of the renovation coincided with the onset of the Covid-19 pandemic, when offices were empty, and prospective tenants weren’t touring in person. The challenge was to generate excitement and engagement for a newly revitalized building that no one could yet visit.

Solution
To meet the moment, we brought Franklin Square to its audience. Our marketing campaign centered around a cinematic video showcasing the building’s stunning new features and inviting atmosphere. To drive engagement, we tapped into the property’s name and history with a creative twist: an interactive “Ben Franklin Easter Egg Hunt.” The video contained six subtle references to Benjamin Franklin, and viewers were challenged to find them all. The first 100 participants to identify every reference received $100 gift cards, sparking friendly competition and repeated viewing.