NATIONAL BROADCAST
NATIONAL PRINT WITH INSERT
NATIONAL BROADCAST
NATIONAL PRINT
DIGITAL PRE-ROLL / DIGITAL ANIMATED GIF
National Association of Realtors
The strategy was to promote the benefits of homeownership to instill confidence in potential home buyers in a declining housing market. In an increasingly fragmented media market, a cross-platform campaign was developed to reach the young, active media consumer on multiple levels. When testing results came in, 70% surveyed felt more positive about homeownership, 60% of respondents felt better informed and 97% agreed that homeownership is good for families and builds stronger communities. Within 3 months results showed a 22% increase in “positive brand disposition,” a 14% increase in “one of several brands I like” and a 42% increase in “Brand Familiarity.”
INTEGRATED CAMPAIGN
Silver Summit Award, Summit Marketing Effectiveness Award