January 23, 2014 // Franchising.com // MADISON, N.J. - The 56th Annual GRAMMY Awards® show on Sunday, January 26, is the perfect stage for Coldwell Banker Real Estate LLC to unveil its new "Home Sweet Home" national television commercial. The one-minute spot appropriately features the classic Mötley Crüe anthem "Home Sweet Home" as the soundtrack.
This is the second year in a row that Coldwell Banker® has chosen to launch its national marketing campaign during the highly anticipated awards show season.
The new Coldwell Banker spot focuses on the anticipation of arriving home followed by the pure joy of the little moments -- walking in the door, kicking off your shoes, hopping on the couch and sinking into the tub after a long day. It closes with the hashtag, #HomeRocks, summing up the love people feel for their home.
"Music and home certainly go together no matter where you are in the world and we believe we have found the appropriate major events to showcase the emotional value we place in our homes," said Sean Blankenship, senior vice president, marketing for Coldwell Banker Real Estate LLC. "We felt the words and energy of 'Home Sweet Home' matched the emotional attachment people have with their homes. It's a perfect continuation of our marketing efforts which began with Phillip Phillips' song, 'Home' from last year's campaign."
"Home Sweet Home" is one of two new Coldwell Banker television spots that will debut during this awards season. The brand will launch "Your Home," featuring Tom Selleck's iconic voice, during the Academy Awards® on Sunday, March 2. This is the third straight year that the company has worked with Selleck, the current Blue Bloods star whose late father was a former executive with Coldwell Banker.
"This campaign is part of our ongoing effort to remind Americans that home is as much a lifestyle investment as it is financial," Blankenship said. "The GRAMMYs and Academy Awards give us a unique opportunity to speak to millions of Americans with a brand message that lays the groundwork for continued dialogue with Coldwell Banker sales professionals. Those local, one-on-one conversations are critical because that's where consumers can learn about the positive changes that have occurred in their housing markets."
To formally recognize the powerful relationship between music and home, Coldwell Banker® will award its first ever #HomeRocks Award on January 23 on its Blue Matter blog. The award will go to the artist who received the most votes on Blue Matter for a song about home released in 2013. The brand will also utilize #HomeRocks in a series of marketing initiatives throughout its 2014 media buy.
Both spots were again conceived by Siltanen & Partners, the national advertising agency for Coldwell Banker Real Estate LLC. They were directed by Kat Coiro, under the direction of Executive Creative Director, Rob Siltanen.
Since 1906, the Coldwell Banker® organization has been a premier provider of full-service residential and commercial real estate. Coldwell Banker is the oldest national real estate brand in the United States and today has a network of more than 84,000 agents working in approximately 3,000 offices in 51 countries and territories. The Coldwell Banker brand is known for creating innovative consumer services as recently seen by being the first national real estate brand with an iPad app, the first to augment its website www.coldwellbanker.com for smart phones, the first to create a iPhone application with international listings and the first to fully harness the power of video in real estate listings, news and information through its Coldwell Banker On LocationSM YouTube channel. The Coldwell Banker System is a leader in niche markets such as resort, new homes and luxury properties through its Coldwell Banker Previews International® marketing program.
SOURCE Realogy Corp.
Coldwell Banker Real Estate LLC
CooperKatz for Coldwell Banker Real Estate LLC