I have been attending many real estate technology marketing conferences over the past year. Many have featured a spokesperson from Century 21 Real Estate. I have noticed, as an intro to the speaker, they have played a creative marketing video for their branding. Who knew they would be advertising during the pre-game and throughout the 2013 Super Bowl.
This is quite an expenditure for a major real estate franchise. The videos, directed by Greg Popp, go with their “SMARTER. BOLDER. FASTER.®” campaign. Century 21 has been around since the beginning of time. Everybody knows the brand name. By running these 2013 Superbowl ads they are putting their brand out there in a fun way and I feel this will be a good investment. However, they need to make sure they have a strong connection to social media within this campaign to promote this fun in a viral format.
Here is their press release:
PARSIPPANY, N.J. (Jan. 28, 2013) — Century 21 Real Estate LLC, the franchisor of the world’s largest real estate sales organization, announced that its 2013 advertising campaign will bring its agents’ SMARTER. BOLDER. FASTER.® capabilities to life on one of the world’s largest advertising stages: the Super Bowl®. Today, CENTURY 21® Real Estate revealed a series of four 30-second commercials. These commercials will be seen nine different times throughout the day on Super Bowl Sunday. One of them will be shown within the game itself, during the third quarter. In addition, CENTURY 21 Real Estate will sponsor a full one-hour pre-game show and a video segment to be aired on game day entitled, “Home Town Heroes.”
Answering the call, “Is there a CENTURY 21® Agent in the house?” the series of commercials are part of a cohesive campaign with a comedic twist that depicts CENTURY 21 agents assisting home buyers and sellers during life-changing milestones: getting married, having a baby, sending a child to college, and winning the lottery. The campaign reminds viewers that no one is better qualified to help bring the dream of homeownership to life than a CENTURY 21 real estate professional.
“Our agents are at the heart of our business and their customers rely on them during critical times in their lives,” said Bev Thorne, chief marketing officer, Century 21 Real Estate LLC. “These commercials celebrate our agents’ dedication to customer service in a fun, creative way and will keep the CENTURY 21 agent top-of-mind with consumers in advance of the spring home buying and selling season.”
On game day, the CENTURY 21 in-game commercial will be aired during the third quarter of the CBS television broadcast of Super Bowl XLVII. The CENTURY 21 brand will sponsor the 3:00 p.m. to 4:00 p.m. block of the CBS pre-game show and its three pre-game ads will be aired eight times prior to kick-off. To view the CENTURY 21 Real Estate commercials and behind the scenes footage, visit century21.com/superbowl
Here are the 2013 Century 21 Commercials: