Best Real Estate Online Ad

The purpose of the Mother-in-law banners is to promote Century21.com’s new Map Search Tool functionality while building brand preference and, ultimately, generating qualified leads for agents. This goal is in alignment with the brand’s 2008 overall marketing objective: to increase awareness around the launch of the new Century21.com site. The message is impactful due its emotional use of humor, relative to family dynamics. Creatively, the banner demonstrates how the user can search exactly where they want to eliminating the possibility of living too close to their Mother-in-Law. The imagery is sharp and aligns with Century 21’s goals of being perceived by the target audience of 1st time or 2nd time homeowners, Male or Female and ages 25 to 40 years old, as a contemporary brand that is an innovative leader in Real Estate Search. As the tool allows users to draw their own searchable shape on a selected area on the map this search functionality distinguishes Century21.com from the search ability of its competitor sites. Furthermore, the banner has seen an impressive Conversion Rate double that of Century 21’s 2008 benchmark banner. With humor and contemporary design, the Mother-in-law banners communicated clearly the benefit of the Map Search Tool as well as showcasing Century 21 as a leader in the marketplace.

Contributors:

Senior VP, Marketing:	Beverly Thorne
VP, Strategic Marketing:	Michael Callaghan
Director, Website Strategy:	Thomas Thorpe
Sr. Online Marketing Manager:	Evan Blittner
Creative Director:	Pawel Sokalski
Copy Writer:	Katherine Auguston
Rich Media Designer:	David Eberly
Account Supervisor:	Teresa Lo
Managing Account Director:	Leanne Will
CEO:	John McGarry

CONTINUITY

Location: USA