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.
More than 1,200 TV spots will air across four top markets including Sacramento, San Francisco, Los Angeles, and San Diego. These 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 Egypt Sherrod will run more than 310 times offering tips for first time home buyers. All spots offer tips and explain the importance of working with a REALTOR® to navigate the process.
More than 1,600 radio spots will air in those four key markets as well. C.A.R. has partnered again with iHeartRadio to keep our market-penetrating format and 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 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.
Social Media: 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:
Over 1200 TV spots on NBC, HGTV and Bravo for 14 weeks during the industry’s peak season
At least 310 spots featuring :30 vignettes with HGTV and expert REALTOR® Egypt Sherrod airing for 7 weeks
Over 1600 radio spots over 14 weeks
More than 26 million online impressions over 14 weeks
Friday drive-time domination in four key radio markets
Online presence on REALTOR.com®, Hulu, Google and Curbed.com as well as local news sites such as NBCLosAngeles.com, NBCBayArea.com, NBCSanDiego.com and KCRA.com (including rich media and strategic placement in Open House channel)
Updates to www.championsofhome.com with new content
New REALTOR® tools to create custom marketing content to share with clients and prospective clients through social media, email, newsletters and more.