Usually at this time of year you’d see our ads across all platforms in Canada, from television, online to radio and once we were even at the movies. However, everything has changed in the past two weeks and we had to adjust our advertising deployment accordingly.
With COVID-19 impacting nearly all aspects of our daily lives, CREA wants to be sure we are doing what we can to guarantee we arrive on the other side of this in the best position possible. The current situation is one that none of us can predict, however, each brand must strike a balance between staying present and remaining aware of the current mindset of consumers. This campaign highlights how REALTORS® are always there for their clients when they are ready to buy or sell.
The ad highlights how being a REALTOR® takes a special set of skills. It takes dedication, a willingness to abide by the REALTOR® Code, a thirst for knowledge, and the ability to negotiate like no one’s business. But more importantly, it’s as if REALTORS® were born to help people find their dream home.
Developed by the award-winning ad agency, UNION, and in partnership with the Canadian Real Estate Association (CREA)’s National Ad Campaign Committee (of which, I am chair), we’ve launched two new television commercials entitled “Dollhouse” and “Doghouse”.
The ads feature two immensely talented Canadian child actors, local talent and an equally adept canine, JoJo. This is the second CREA commercial to feature an animal actor. The 2017 “Motel” ad featured a famous three-legged dog.
Our 2020 campaign will give Canadian home buyers and sellers more reasons to value a REALTOR® by showcasing how they are obsessed with satisfying their clients.
You can re-watch the ads on our YouTube page.
You’ll also find several additional pieces of video content. Using the same talent, we’ve created shorter commercials to complement our campaign on social media.
A lot of hard work goes into making these commercials. While the ads themselves are shot over two, 11-hour days by a skilled crew, it’s the culmination of months of work: brainstorming, researching, writing, casting, location scouting and rehearsing.
Our committee dedicates countless hours planning and reviewing the campaign. We also collect crucial feedback from focus groups (made up of CREA members and the public) to help drive our decisions along the way.
Please like and share the commercials and social videos to show home buyers and sellers the value of using a REALTOR®.
What do you think of this year’s campaign? Have your say in the Comments section below.
REALTOR®. Member of The Canadian Real Estate Association and more.