What do a biker, a bulldog, an entrepreneur, and some famous tacos have in common? Well, it’s a long story, and the premise of this year’s new C.A.R. consumer advertising campaign. The new “Long Story” commercials and consumer advertisements continue the theme of last year’s “Ripple Effect” by highlighting the fact that California REALTORS® are at the center of economic growth within the state and emphasizing the benefits of working with one.
C.A.R.’s 2015 consumer advertising campaign launches April 6 and will be seen and heard throughout the state propelled by two new TV commercials running on NBC, HGTV, and Bravo. Four new C.A.R.-branded vignettes, featuring HGTV star Mike Aubrey, also will air. Each vignette covers real estate topics such as market competition, buying a first property, and pricing strategies.
Once again, C.A.R.’s radio commercials will dominate the airwaves during Friday afternoon drive time with a variety of new radio spots extending the ‘long stories’ concept.
A heavy weekend presence with mobile banners will run on real estate apps including REALTOR.com, Trulia, and Zillow, in addition to local NBC websites and other popular consumer sites.
All of these touch points, in addition to new partnerships and content on social media, will extend the Ripple Effect message and connect the dots between REALTORS® and the California economy.
Television and Radio: To help spread the Ripple Effect message, C.A.R. once again has partnered with two media giants, NBC and Clear Channel Radio, ensuring the message will be seen and heard across the state.
1,874 TV spots will air across four top markets including Sacramento, San Francisco, Los Angeles, and San Diego. These new 30 second and 15 second television ads will be seen on one of America’s top television networks NBC, as well as on Bravo and HGTV, during some of their most noteworthy programming. Learn more about the TV campaign or to see the spots which will leave consumers asking “Who’s your REALTOR®?”
Four 30-second vignettes with industry expert and HGTV star Mike Aubrey will air more than 280 times to educate consumers on the nuances of buying and selling a home. The vignettes will cover topics such as market competition, pricing strategies, and first time homebuying, all while explaining the importance of working with a REALTOR®.
More than 1,800 radio commercials will air in the same four key markets. Continuing with the Clear Channel Radio partnership, C.A.R. will dominate Friday evening commutes. This year, expanded weekend support and the inclusion of online streaming, is added to the mix. Hear the new spots, varying in length from 5-second DJ reads to 60-second spots, and learn more about the radio buy.
Online: Leveraging new digital creative assets, C.A.R. is building a greater mobile presence on popular real estate sites including REALTOR.com, Trulia, and Zillow. We’ll capture a qualified audience at the right place and time, delivering up to 20 million impressions. Partnerships with Specific Media will provide targeted quality impressions. A geotargeted search campaign will focus on terms related to homebuying, selling, moving advice, as well as branded C.A.R. terms.
In addition, other digital components (such as preroll) will feature unique ways to engage California consumers. Ads geotargeted to California across NBC-TV affiliated sites (NBCLosAngeles.com, NBCBayArea.com, NBCSanDiego.com and KCRA.com) will blanket the state with the Ripple Effect messages.
The Champions of Home consumer website also has an updated look and feel, as well as upgrades in functionality. Through this site, consumers can access information on a desktop, tablet or mobile device anytime and anywhere, with ease.
To accompany last year’s easy to use REALTOR® REALTALK custom graphic maker, a new tool will debut this year as well: REALTOR® ReelMaker. This tool allows REALTORS® to create and share their own personalized C.A.R. consumer ad campaign videos with friends, associates, and prospects.
Social Media: C.A.R.’s social media presence will continue to grow in 2015, with tactics that energize members, engage consumers, and create a comprehensive experience that encourages sharing. Outreach includes first time collaboration with social influencer networks IZEA and Snapfluence to amplify the Ripple Effect message through California-based family bloggers and visual content influencers to show why California is a great place to live. There also will be new social content series to expand C.A.R.’s presence on Facebook, Instagram, and Twitter reflecting the Ripple campaign and providing content for our members to share with their clients and network. There are new pins to our Pinterest boards with helpful tips and tools for consumers and REALTORS®. Also the newly redesigned www.championsofhome.com website has expanded features and content that can be leveraged in social media to strengthen messaging.
Overall Campaign highlights include:
1,874 TV spots on NBC, HGTV, and Bravo, with more than 55 million TV impressions for 14 weeks during the traditional homebuying and selling season.
At least 280 spots featuring 30-second vignettes with HGTV star and expert REALTOR® Mike Aubrey, airing for 7 weeks
More than 1,800 radio spots over 16 weeks
More than 20 million online impressions over 14 weeks
Friday drive-time domination in four key radio markets