Century 21 is ‘smarter bolder faster’ in new campaign
Real Estate agency Century 21 has produced a series of new TVCs in a campaign aimed to make the agent the ‘hero’ of the commercial.
The ads are cut at a fast pace to reflect the idea that Century 21 is ‘smarter bolder faster’.
The agency behind the campaign is Engaging Communications.
Todd McPhee, director of Engaging Communications said: “Most real estate groups are usually keen to push their brand, but we wanted to create a stronger point of difference by pushing the agent to the forefront within a bold and striking creative environment. The speed of the ads crucially reflects our Smarter Bolder Faster theme, and is designed to make people take notice. We’d rather the commercial caught their attention, even if initially they don’t catch all the nuances, than get lost in the mix.”
McPhee also said that the TV-focused campaign went against the current trend of real estate agency ads that are focusing primarily to an online audience.
McPhee said: “We’ve done a lot of work to establish Century 21’s online presence and now we see it as time to move back to more traditional channels to offer a platform which will appeal to a broader audience.”
The commercials will run on Ten in primetime Thursdays and Fridays in the lead up to Easter.
