First steps. First dates. Lazy Sunday mornings. Late-night backyard s’mores.
In the comfort of home, the little moments can feel truly epic. One might say that they even feel like moments of the century. And few things give us greater joy than the little moments at home.
For over five decades, agents affiliated with the CENTURY 21® brand have been delivering the joy of home for their clients. And in that time, the brand has been synonymous with top-quality customer service and a deep connection with consumers.
Anchored by a new theme line “Dedicated to the joy of home,” the CENTURY 21 brand unveils a new brand campaign, The Joy of Home, which builds on its iconic legacy, reinforcing the brand’s ongoing commitment to excellence. The multi-faceted media campaign – which will span social and digital media, in addition to two iconic Times Square billboards – leans into a more humanized message that celebrates what today’s home buyers are prioritizing: community, connection, and a deeper sense of joy.
The new CENTURY 21 marketing campaign is designed to celebrate the extraordinary service and dedication of the agents affiliated with the CENTURY 21 brand, who play a pivotal role in making homeownership dreams come true for families worldwide. The overall theme focuses on “Moments of the Century,” honoring the joyous moments, whether big or small, that evoke a feeling of home and invites consumers to share their own personal moments via social media. This campaign aims to highlight the unique, emotionally resonant experiences that agents create for their clients, positioning the brand as a source of comfort, trust, and joy.
Known for its memorable gold branding and iconic gold agent jackets, the CENTURY 21 brand has made numerous appearances in pop culture, from Hollywood hits to top television series.
By leveraging iconic elements like the gold yard sign and introducing new, customizable marketing materials, the campaign aims to connect with consumers on a deeper level. It underscores the CENTURY 21 brand’s commitment to delivering the joy of home, reinforcing its position as the most recognized name in real estate and most respected in the industry1. This approach not only honors the brand’s heritage but also adapts to modern consumer expectations, ensuring continued relevance and leadership in the industry.
- Iconic Elements: The campaign incorporates meaningful pieces of the brand’s heritage, such as the gold yard sign post, to connect the past and present in a way that feels relevant and fresh.
- Customizable Marketing Materials: The brand’s affiliated agents will have access to a suite of social graphics, videos, printable reports, and more to bring the campaign to local markets.
- Video Campaign: The campaign includes a series of videos, including a 60-second ad called “Moments of the Century,” which highlights the joy of home and the special moments that make it so meaningful.
- User-Generated Content: The CENTURY 21 brand invites consumers to share their “Moments of the Century” across social media with user generated content highlights as part of the campaign using #JoyOfHome.
“The CENTURY 21® brand has always been about more than just real estate. Consumers trust CENTURY 21 independent agents to guide them in making what is not just one of the largest investments in their lives, but the joyous realization of their homeownership dreams,” said Mike Miedler, President & CEO of Century 21 Real Estate LLC. “We understand that there may be challenges along that road, especially in today’s market, but what lies at the heart of their journey is creating a future for their families. Debuting this campaign in Times Square during the holiday season perfectly captures this sentiment and serves as an invitation for everyone to reflect on the pride, warmth, and connection that comes with owning a home.”
1Study Source: 2023 Ad Tracking Study. The survey results are based on 1,200 online interviews with a national random sample of adults (ages18+) who are equal decision makers in real estate transactions and active in the real estate market (bought or sold a home within the past two years or, plan to purchase or sell a home within the next two years). Recognition question based on consumer awareness of brand in question. Results are significant at a 90% confidence level, with a margin of error of +/-2.4%. The study was conducted by Kantar Group Limited, a leading global market research organization, from November 17 – December 1, 2023
The post first appeared on Century 21®.