From April to early June, Re/Max plans to saturate Canadian markets across multiple media channels with a new advertising campaign titled “Your Unfair Advantage”.
“This new work is a step in the modernization of the Re/Max brand, aimed at engaging the interest of two critical growth segments – Gen Z and Millennials – and raising the bar for real estate advertising,” says the society. “Essentially, the campaign highlights the winning edge Canadians get when buying or selling a home with a Re/Max agent, told in a totally unimaginable and hugely entertaining way.”
Consisting of four 15-second video spots and two six-second video spots, as well as animated and static creatives, the campaign breaks traditional real estate advertising standards, according to the company. It compares the experience of working with a Re/Max agent to having an octopus for a ping-pong partner or riding a Pegasus to beat the traffic. Copy-driven headlines complement eye-catching visuals, offering facts or insights designed to help compel a buyer or seller to use Re/Max.
“The real estate sector is a major concern for many Canadians, especially during the pandemic of the past two years. We have seen incredible market growth across Canada as affordability and hybrid work models have changed migration patterns,” said Christopher Alexander, President of Re/Max Canada, in a press release. “We wanted to cut through the noise with this campaign and demonstrate that with Re/Max on your side, you have the strongest network of agents in the country with you.”
Expected to generate more than 816 million media impressions, the campaign will air on national television (sports and lifestyle orientation); programmatic video and display; direct digital purchases with TheScore, Rogers and Yahoo; paid search; and in Eastern Canada through billboards and bus shelters. The campaign ads will also run on all major social media platforms (Facebook, Instagram, Twitter, Pinterest), including TikTok and Twitch, which are new to this year’s media buy, with the aim of increase brand awareness and preference among younger audiences, the company says.
Click here to watch the campaign videos.