This month, global real estate franchisor RE/MAX rolls out an entirely new national ad campaign focusing on “all the things that move you.” The innovative campaign strikes an emotional note with consumers and features the sentimental Jim Croce song, “I’ve Got a Name.”
For All the Things That Move Yousm includes a full schedule of TV, radio, Internet, print and outdoor ads that will run throughout 2012. Designed to identify with the personal moments that drive decisions by homebuyers and sellers— having a baby, getting married, landing a new job or downsizing—the campaign reinforces the notion that experienced RE/MAX agents know how to help.
“These are the moments that literally move you and because they’re significant life-changing events, consumers seek the assistance of a trusted professional,” said Mike Ryan, RE/MAX Executive Vice President, Global Communications and Branding. “People see the housing market beginning to improve, so if they’ve had one of these life changing events, they’re starting to think about making a move.”
The campaign theme was created by R&R Partners, a Las Vegas-based agency, and five TV commercials were filmed on-location in southern California. “Almost everyone has a personal connection to changes in the housing market,” said Arnie DiGeorge, Executive Creative Director for R&R Partners. “But one thing that hasn’t changed is the American dream of owning your own home.”
RE/MAX has enjoyed a dominant advertising position in the real estate industry. For the last few years, RE/MAX national TV campaigns have produced a share-of-voice greater than all competitors combined. 2012 should be no different.
The RE/MAX campaign will include radio spots during the February 5 Super Bowl, carried by Westwood One (Dial Global). Television buys include popular prime time network programming, cable shows and regional programs. The 2012 campaign will also take advantage of an extensive social media initiative, constructed around the “For all the things that move you” theme.