Who: Re/Max, with Arrivals + Departures for strategy and creative; True Media handling the buy.
What: The return of the “Advice You Need” campaign, anchored by a new 15-second spot, "Strangersplain."
When & Where: The campaign is rolling out nationally across several channels, including linear and connected TV and out-of-home. It will be in market through spring, a key period for real estate. The new spot follows two similarly themed executions: “Dadsplain” and
What: The return of the “Advice You Need” campaign, anchored by a new 15-second spot, "Strangersplain."
When & Where: The campaign is rolling out nationally across several channels, including linear and connected TV and out-of-home. It will be in market through spring, a key period for real estate. The new spot follows two similarly themed executions: “Dadsplain” and
“Hypesplain,” featuring former Toronto Raptors star Kyle Lowry.
Why: Launched during last year's Super Bowl, the first wave of ads in the “Advice You Need” platform was a big driver for Re/Max in the Canadian market, said executive director of marketing, Anthony Volpini.
The tongue-in-cheek spots produced a "strong lift in brand favourability," as well as increases in the likelihood of considering and recommending Re/Max, and total awareness of the brand. That initial success made refreshing the campaign an obvious decision, said Volpini.
It was also key for the brand to bring back the first two spots, because consumer testing on those messages "continues to be positive,” he said.
The past five years has seen a spike in the number of people becoming real estate agents, many of them part-time, said Volpini. "For trusted advice, we wanted to remind consumers that when it comes to buying and selling, Re/Max agents provide expert advice, and are Canada’s most experienced and most productive agents.”
How: "Strangersplain" keeps the playful tone of the campaign's initial efforts, but introduces a new scenario. It opens on two women having a conversation in an elevator about a condo building, when a third chimes in with unsolicited advice and to recommend her real estate agent son who, she says, is also a DJ and slings supplements on the side.
Though the situation is exaggerated, it reflects the reality that “real estate is top of mind for many Canadians—especially over the past few years,” said Volpini. “It is discussed wherever you go: at parties, the hockey rink, the grocery store, everywhere—and it seems as though everyone has real estate advice.”
And we quote: “It’s a tricky time that makes having the right agent there to help you really important. Re/Max agents average more sales and have more real estate sales experience than other real estate agents in Canada. Given the current market, having this experience on your side can make a big difference to the outcome.” — Anthony Volpini, executive director of marketing, Re/Max Canada
Why: Launched during last year's Super Bowl, the first wave of ads in the “Advice You Need” platform was a big driver for Re/Max in the Canadian market, said executive director of marketing, Anthony Volpini.
The tongue-in-cheek spots produced a "strong lift in brand favourability," as well as increases in the likelihood of considering and recommending Re/Max, and total awareness of the brand. That initial success made refreshing the campaign an obvious decision, said Volpini.
It was also key for the brand to bring back the first two spots, because consumer testing on those messages "continues to be positive,” he said.
The past five years has seen a spike in the number of people becoming real estate agents, many of them part-time, said Volpini. "For trusted advice, we wanted to remind consumers that when it comes to buying and selling, Re/Max agents provide expert advice, and are Canada’s most experienced and most productive agents.”
How: "Strangersplain" keeps the playful tone of the campaign's initial efforts, but introduces a new scenario. It opens on two women having a conversation in an elevator about a condo building, when a third chimes in with unsolicited advice and to recommend her real estate agent son who, she says, is also a DJ and slings supplements on the side.
Though the situation is exaggerated, it reflects the reality that “real estate is top of mind for many Canadians—especially over the past few years,” said Volpini. “It is discussed wherever you go: at parties, the hockey rink, the grocery store, everywhere—and it seems as though everyone has real estate advice.”
And we quote: “It’s a tricky time that makes having the right agent there to help you really important. Re/Max agents average more sales and have more real estate sales experience than other real estate agents in Canada. Given the current market, having this experience on your side can make a big difference to the outcome.” — Anthony Volpini, executive director of marketing, Re/Max Canada
