Awesomeness. It’s a feeling, an emotion. An unsolicited response to the truly amazing. It’s the micro-moments people share in their homes that define who they are and who they will become. That’s why Coldwell Banker Real Estate LLC, the original Silicon Valley real estate startup founded in 1906, is shining a spotlight on the short but life-changing experiences happening every day in homes around the world by featuring them in a new national advertising campaign titled “Awesomeness.”
The new campaign
flips the camera onto real people to shine a light on the real moments
that make up the true value of our homes through a number of
user-generated videos. A couple finding out their daughter is pregnant. A
baby’s contagious fit of giggles. A bulldog who can’t get his giant
bone through the doggy door no matter how hard he tries.
day, 2.6 billion people are walking around with built-in video cameras
in their pockets,” said Sean Blankenship, chief marketing officer for
Coldwell Banker Real Estate LLC. “We take out our phones to capture
videos of our dogs and hilarious conversations with our children. When
we look at how to express true awesomeness in the home, it’s nearly
impossible to do without showing the real moments themselves. Home is
the center of our lives, and people are capturing amazing micro-moments
daily, which allows us to create a campaign that expresses the true
awesomeness of home.”
As a supplement to the campaign, consumers are encouraged to submit videos and photos of the awesome moments in their homes using the hashtag #HomeIsAwesomeness for a chance to be featured in the national advertising campaign. The hashtag will also serve as a home for the thousands of poignant, funny and awesome moments people share throughout the campaign.
The campaign’s four user-generated ad spots highlight various aspects of what make home awesome:
In advance of Mother’s Day, this spot celebrates the joy of a new mother and grandmother to be.
The infectious laughter of this baby took the Internet by storm in 2011.
Struggling to keep your eyes open after a long day? From the perspective of an adorable baby, this ad highlights a moment we can all relate to.
This spot highlights the mighty struggle of fitting a bone through a door for one English bulldog.
In addition to these 15- and 30-second spots, Coldwell Banker Real Estate is releasing a 60-second compilation spot with three soundtrack options (Welcome Home, No Place I’d Rather Be, The House We Call Home), asking consumers to vote for their favorite on the campaign’s landing page. Coldwell Banker also used the Awesomeness theme in releasing a new X-Men spot in partnership with 20th Century Fox for the upcoming summer movie event, “X-Men: Apocalypse.” The ads will run on NBC and various digital channels like Hulu and YouTube.
The Awesomeness ad spots were conceived by Siltanen & Partners, the national advertising agency for Coldwell Banker Real Estate, under the direction of Executive Creative Director Rob Siltanen. All of the ad spots are available at www.coldwellbanker.com/brand-experience.
About Coldwell Banker Real Estate LLC
Since 1906, the Coldwell Banker® organization has been a premier provider of full-service residential and commercial real estate brokerage services. Coldwell Banker Real Estate is the oldest national real estate brand and franchisor in the United States, and today has a global network of approximately 3,000 independently owned and operated franchised broker offices in 47 countries and territories with almost 85,000 affiliated sales professionals. The Coldwell Banker brand is known for creating innovative consumer services as recently seen by taking a leadership role in the smart home space, being the first national real estate brand with an iPad app, the first to augment its website www.coldwellbanker.com for smart phones, the first to create an iPhone application with international listings, the first to develop an iPad application (CBx) to easily bring big data into home listing presentations, and the first to fully harness the power of video in real estate listings, news and information through its Coldwell Banker On LocationSM YouTube channel. Coldwell Banker is a leader in niche markets such as resort, new homes and luxury properties through its Coldwell Banker Previews International® marketing program delivering exceptional experiences for all consumers served.