Century 21 Real Estate LLC announced the next phase of its brand marketing with the launch of “Joy of Home: Chapter 2,” a national advertising campaign.
The campaign includes a new 30-second television spot, “Color of Happiness,” and a suite of customizable marketing assets that allows its system members to adapt the campaign to their local markets. The launch coincides with the brand’s second year as an official partner of Major League Soccer (MLS) and the commercial will air during MLS matches on Apple TV.
The campaign was created by the brand’s advertising agency of record, Siltanen & Partners.
“Last year, we established joy as our emotional territory,” said Tori Keichinger, vice president and head of marketing at Century 21 Real Estate LLC. “This year, we’re activating it in a more consumer-centric way. While working with our advertising agency and speaking with consumers, we learned that our gold yard signposts were seen as iconic and so closely identified with our brand that the gold-colored post alone, even without our sign attached to it, prompted people to immediately associate the color with the Century 21 brand. Our ‘legacy gold’ isn’t just a brand color; it’s a signal. It marks the beginning of the home buying or selling journey and represents the joy our agents help deliver every day. This campaign honors where we’ve been while showing up for today’s consumer in a modern, meaningful way.”
0 Comments