CENTURY 21 Australasia launched its new ‘Smarter, Bolder, Faster’ advertising campaign on Sunday night to a national television audience of an estimated 1.88 million people, according to preliminary overnight ratings data from OzTAM.
The campaign centres on the tag line “What can a CENTURY 21 agent do for you?” and features a cast of CENTURY 21 agents assisting their clients in a series of tongue-in-cheek extreme measures that aim to show the lengths a CENTURY 21 agent will go to for their clients, such as gardening, working the barbeque and caring for pets.
"The commercials are fun in order to engage audiences, while at the same time carrying a strong underlying message that CENTURY 21 agents deliver solutions for clients and always aim to exceed their expectations," CENTURY 21 Australasia chairman and owner Charles Tarbey said.
“A core part of the CENTURY 21 advantage is the vast range of hugely appealing, industry-leading marketing campaigns that we provide to all of our offices and agents,” Mr Tarbey said.
The new ad is part of a broader campaign to bolster the company’s profile, which is well established internationally, in the Australian market.
As reported by Real Estate Business earlier this month, CENTURY 21 launched a new website – www.century21global.com – giving consumers direct access to live listings from 74 countries, all of which are presented in the language and currency of the prospective buyer.
Australian buyers using the global website are also able to view local listings in their choice of 16 languages, 36 currencies and units of measurement in line with location and personal preferences.
“Since launching the first phase of the ‘Smarter, Bolder, Faster’ campaign in February 2012, we’ve received positive feedback not just from buyers and sellers of real estate, but from agents who have grown their business through this exposure,” Mr Tarbey said.
“Continuing this campaign will aid agents in reinforcing our value proposition to current and potential clients,” he said.