PARSIPPANY, N.J. (July 16, 2012) — Century 21 Real Estate LLC, the franchisor of the world’s largest residential real estate sales organization, received a Platinum Hermes Creative Award for excellence in social marketing.
The social marketing campaign, produced by CENTURY 21® in conjunction with Mullen Communications, encourages gamers to buy and sell virtual real estate through a mobile game called We City. The campaign drew more than 5.4 million views to the welcome screen; 401,000 CENTURY 21 branded structures were placed in-game by players (4.32 buildings per player); and, more than 300,000 views of the CENTURY 21 branded video of the company’s “Smarter Bolder Faster” commercial.
“We are very proud that our innovative marketing continues to be recognized for excellence, and online gaming is an effective medium to reach today’s highly mobile and social home buyers and sellers,” said Bev Thorne, chief marketing officer of Century 21 Real Estate LLC. “We continue to be committed to reaching consumers wherever they are consuming media.”
The CENTURY 21 brand was featured in its first-ever Super Bowl commercial this year in addition to its sponsorship of U.S. Soccer, and it will advertise during the 2012 Summer Olympic games.
“Our ‘CENTURY 21 Agents: Smarter. Bolder. Faster.’ advertising campaign reached a growing market segment — gamers,” said Thorne. “By leveraging our message through new media channels and traditional mass media, we continue to maintain our industry leadership position in brand awareness.”
This leadership position was underscored by the February 2012 announcement that the CENTURY 21 brand achieved 95 percent name recognition, the highest consumer awareness level when compared to other real estate brands in a study conducted by Millward Brown, a leading global market research organization.
With more than 4,700 entries in this year’s competition, the Hermes Creative Awards is an international competition for creative professionals involved in the concept, writing and design of traditional materials and programs, and emerging technologies. Entries come from corporate marketing and communication departments, advertising agencies, PR firms, graphic design shops, production companies, web and digital creators and freelancers.