During Super Bowl season, Re/Max wanted to show first-time homebuyers that they should rely on the advice of one of its agents, instead of friends or family. Now, it’s adding celebrities to that list.
In a new campaign that picks up where “Advice You Need” left off in the spring, the real estate company has enlisted former Raptors star Kyle Lowry to be the latest source of less-than-stellar advice for new homebuyers.
“More than half of Canadians surveyed say that varying home price forecasts have made them more confused about what to do, not to mention all of the advice they’re getting from friends and family,” explains Anthony Volpini, executive director of marketing for the company in Canada. “It’s a tricky time that makes having the right agent there to help you really important.”
The campaign is anchored by a 30-second TV spot. In the spot, Lowry hypes up a family about a prospective new home, before a Re/Max agent steps in to calm things down and clarify that the family will have some things to discuss before any final decisions are made.
“The idea of getting swept up in your emotions relates so well to both sports and real estate, so it allowed for a really seamless extension of our brand campaign to promote the NBA partnership,” says Jeff Collins, creative director of Arrivals + Departures, the creative agency on the campaign.
Leveraging the brand’s partnership with the NBA, in turn, helps the brand connect more with a younger consumer base – its target demographic. This strategy “has not only resonated with consumers,” but has also been key to attracting new agents, Volpini explains.
“Four years ago, Re/Max started a journey to modernize the brand and reach younger Canadians,” he adds. “We repositioned the brand to focus on our core differentiator – the strength of our agents – and bring the message to life through humorous, unexpected creative from an established brand.”
The campaign is also running across OLV, direct digital and social, including Facebook, Instagram and a spot specifically shot for TikTok. True Media handled the buy, while Apex handled PR.
