Re/Max Canada is launching a new contest as part of a bid to foster stronger ties between its agents and the people they serve.
The new campaign will consist of a series of contest initiatives collectively called “This One’s On Us,” developed in partnership with independent creative agency Juliet. The first contest in that series, “No Naked Walls,” has already launched and gives home buyers and sellers an opportunity to win $1,500 that they can spend on original art from online art marketplace Saatchi Art.
“We wanted a campaign that our agents can amplify to help grow their business, as well as to help drive our overall favorability,” Anthony Volpini, executive director of marketing for Re/Max Canada, tells strategy.
“At the end of the day, home sales are still closed with human connection,” adds Ryan Bullock, president at Juliet. “The more tools we give the agents to make said connection, the better.”
The campaign, which is intended to complement the real estate company’s other brand work, is the next step in a strategy it has employed over the past two years that Volpini says has been “very successful.” Those past contests often were one-off efforts – such as a $100,000 giveaway in partnership with CIBC, a contest that incentivized Canadians to list with Re/Max for a chance to win one of three $10,000 vacation rental gift cards and a pairing with the NBA that offered fans the chance to win swag and the opportunity at a “tricked out game cave.”
Juliet was specifically selected to work on the contest series, which is being promoted through paid media in social, digital and search. “No Naked Walls” will be followed by other contests through the remainder of the year.