RE/MAX, LLC recently launched its first advertising campaign since the company went public last fall. Created by the real estate company’s new lead advertising agency The Leo Burnett Group, the “Dream With Your Eyes Open” campaign highlights the critical bond between home buyers and RE/MAX agents as Americans become more confident about the prospect of homeownership.
The TV commercials feature eager homebuyers hoping that they have, at long last, discovered their dream home. But they soon realize they’ll need a guide to help weigh all their options.
“Dreaming of your next home is easy, but the process can be difficult. For something that’s a huge life decision, you really need to choose the right guide to navigate the process from start to finish,” says Margaret Kelly, RE/MAX CEO. “This campaign shows how RE/MAX agents truly are the experts you want by your side to help find the home that’s right for you.”
The campaign is anchored by a 30-second TV commercial, “Dreams.” The spot resembles a fairy tale story with CGI special effects and whimsical music; a story with a happy ending, thanks to a RE/MAX agent.
“We could have shown a suit-and-tie-clad realtor shaking hands with new homeowners next to a ‘sold’ yard sign—but this is a different kind of ad campaign,” says EVP, Chief Creative Officer Laurence Klinger of Lapiz, an agency within the Leo Burnett Group. “We’re bringing people into a visually stunning dream sequence to show them it’s okay to dream, but you need someone you trust to be your eyes for all the things you wouldn’t have thought to ask otherwise.”
In addition to the 30-second commercial, a series of 15-second spots show specific scenarios homebuyers might face and how a RE/MAX agent can help. The campaign was created as a joint initiative between Leo Burnett Chicago and Lapiz, an agency specializing in emerging markets.
Leo Burnett’s Chief Creative Officer Susan Credle unveiled the campaign to RE/MAX agents on March 3 in Las Vegas during R4, the company’s annual global gathering.
The 2014 ad campaign will run throughout the calendar year on major broadcast and cable networks with TV spots starting March 17 and print and radio beginning in April. RE/MAX will also provide customizable materials to its Affiliates for use in their local markets.
RE/MAX enjoys a prominent position in real estate advertising, having an 83 percent Share of Voice for national TV advertising in 2013.
View the spots on the RE/MAX YouTube channel at http://youtu.be/caKbqTe7OwI.
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