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 C.A.R.’s consumer advertising campaign. The “Long Story” commercials and consumer advertisements continue the theme of our past “Ripple Effect” campaign by highlighting that California REALTORS® are at the center of economic growth within the state and emphasizing the benefits of working with one.
The consumer advertising campaign launches April 4 and will be seen and heard throughout the state propelled by two TV commercials running on NBC, HGTV and Bravo. Four new C.A.R.-branded vignettes will also air featuring Egypt Sherrod, Television Host, Author and REALTOR® offering tips for first time home buyers.
C.A.R.’s radio commercials will dominate the airwaves during Friday afternoon drive time with radio spots extending our reach. A heavy weekend presence with mobile banners will run on real estate sites including REALTOR.com and curbed.com in addition to Hulu, Google, and local NBC properties.
All of these touch points, in addition to new marketing tools including the CARmoji app, launching soon, and content on social media, will extend the Ripple Effect message and
connect the dots between REALTORS® and the California economy illustrating how a Champion of Home can help consumers close on their dreams and, together, benefit the entire state. The goal is to continue to create awareness of the REALTOR® brand and to demonstrate the many benefits of the consumer-REALTOR® relationship.
Television and Radio:
To help spread our message, C.A.R. has again partnered with two media giants, NBC and iHeartRadio, ensuring our message will be seen and heard across the state.
Leveraging high impact digital creative units, we’re building a greater presence on relevant real estate sites including REALTOR.com and Curbed.com, as well as properties including Hulu and Google. We’ll capture a qualified audience at the right place and time, delivering up to 26 million impressions. A geotargeted Search campaign will focus on terms related to home buying, 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 C.A.R. messages.
Don’t forget our consumer-facing website, www.championsofhome.com where consumers can access information such as staging tips, the latest county pricing trends and more across desktop, tablet and mobile anytime and anywhere with ease.
Coming in late April, we’re launching a new CARmojis app! REALTORS® will be able to add flare to texts and photos with emojis and custom stickers by downloading the CARmojis app. These will accompany REALTOR® REALTALK (custom graphic maker) and REALTOR® ReelMaker (personalized C.A.R. consumer ad campaign videos). All will be available on a new marketing tools website also launching in late April, www.CARMemberTools.com.
C.A.R.’s social media presence will continue to energize members, engage consumers, and create a comprehensive experience that encourages sharing messaging tied to C.A.R. There will be social content on C.A.R.’s Facebook, Instagram and Twitter platforms reflecting the Ripple campaign providing content for our members to share with their clients and network. There are also new pins to our Pinterest boards with helpful tips and tools for consumers and REALTORS®.
Overall Campaign highlights include: