SANTA CLARA, Calif.,
April 3, 2017 /PRNewswire/ --
Realtor.com® today launched its new marketing campaign,
"Own Home." Emmy-nominated actress, producer and director
Elizabeth Banks returns as the
brand's spokesperson for a third year, with witty TV ads,
interactive digital video experiences and social integrations that
showcase realtor.com® as the most trusted and
comprehensive source of real estate information.
Realtor.com® is operated by News Corp [NASDAQ: NWS,
NWSA]; [ASX: NWS, NWSLV] subsidiary Move, Inc., a leading provider
of online real estate services.
The new campaign humorously demonstrates the struggle of
searching for a home without realtor.com® and missing
out on the home of your dreams by featuring "not-yous." According
to the Urban Dictionary, a not-you is a person who likes what you
like and wants what you want.
"Odds are, your dream home is also someone else's dream home,"
said Nate Johnson, CMO at
realtor.com®. "We illustrate the competitive nature of searching
for the perfect home throughout the new campaign in a series of
hilarious vignettes with Elizabeth
Banks. With more for-sale listings than our competition,
updated in real time, realtor.com® gives users a competitive edge
over 'not-yous.'"
The spots feature Banks celebrating with users who recently
moved into their perfect home, while similarly attired and coiffed
'not-yous' appear through the stories, frustrated by what could
have been. The campaign underscores the benefit of
realtor.com® being the most comprehensive source of
for-sale real estate listings, updated every 15 minutes.
Created by Pereira & O'Dell New York, with Andrew Strickman, realtor.com® head
of brand and chief creative, the "Own Home" campaign features six
TV spots. The brand also will debut an interactive digital video
series offering a cathartic release for "not-yous" feeling
frustrated, depressed, mad or annoyed for having lost their dream
home. Banks will scream into a pillow, seek solace in cute animals,
sing a sad song poorly and more to help people move on after
missing out on the home of their dreams. In addition, the campaign
will expand to Facebook and Instagram, with a twist on the
traditional housewarming gift. Users can congratulate new
homeowners with laughable 'welcome to the neighborhood' gifs
of Banks.
The TV campaign debuts the week of April
3 with a unique, cinematic 60-second launch spot on CBS and
HGTV and will run across major broadcast networks and cable
channels, including Bravo, DIY, TBS, TNT, USA and others. The social executions will
begin to rollout in May with the digital video series featuring
Banks going live in July.
The "Own Home" campaign builds on the success of past
realtor.com® campaigns, with consumer awareness at
an all-time high for the brand. Since launching its first
award-winning campaign with Banks in May
2015, the company continues to shoot past industry
benchmarks of audience growth, ad recall and brand linkage.
To view the realtor.com® ad spots, please visit:
realtor.com/NotYou
About realtor.com®
Realtor.com® is the trusted resource for home buyers,
sellers and dreamers, offering the most comprehensive source of
for-sale properties, among competing national sites, and the
information, tools and professional expertise to help people move
confidently through every step of their home journey. It pioneered
the world of digital real estate 20 years ago, and today helps make
all things home simple, efficient and enjoyable.
Realtor.com® is operated by News Corp [NASDAQ: NWS,
NWSA] [ASX: NWS, NWSLV] subsidiary Move, Inc. under a perpetual
license from the National Association of REALTORS®. For
more information, visit realtor.com®.
Media Contact:
Realtor.com®
Lexie Puckett Holbert –
lexie.puckettholbert@move.com
To view the original version on PR Newswire,
visit:http://www.prnewswire.com/news-releases/realtorcom-launches-own-home-national-brand-campaign-starring-actress-elizabeth-banks-300432997.html
SOURCE realtor.com