1. Centur 21 to Return to Super Bowl for S
ry R Second H
Helping
NOVEMBER 16, 2012
Real-estate concern Century 21 is returning to the Sup perBowl in 2013 for a second go-round on the marketing rost of the Big Game.
ter
Century 21 exppects to air a 30-seco spot early in the third quarter, just a little past the end of the halftime show, s
ond e f said Beverly Thorne, Century 21′s CMO. The
company plans to soon start discus
s ssing creative conceepts with its agency, Red Tettemer of Phi iladelphia, she said. As part of its deal w CBS, which is
with
broadcasting th event in 2013, Ce
he entury 21 will also be a presenting spons of part of the netw
e sor work’s pre-game bro oadcast and have its ads run throughout the day.
In 2012, Century 21 used the Supe Bowl to make a radical change up in it marketing strategy The company had for some time put th majority of its effo into
er ts y. he orts
web-based adv vertising and stayed off TV. Then it used an ad berth in NBC broadcast of the 2
C’s 2012 Super Bowl to r
reinvigorate interest in home sales and
purchases during what has arguably been the worst era for that sort of activity in decades.
a
“This was a ‘preference play,’” said Ms. Thorne, who ad
d dded that Century 21 wanted to sound a note to consumers and also the real estate industry, not only
1
getting its name out to potential home buyers or sellers but also attracting new agents.
s,
Results were hhard to ignore, accordding to Ms. Thorne. Traffic to Century 21 web site is up 40% year-to-date, she said, citing data from ComScore, while t
1′s % m traffic to
the industry overall is up just 4%. Buzz generated by th Super Bowl ad “tu
B he urned into leads, turn into appointment turned into closed transactions,” she said.
ned ts, d
She declined to comment on the pr
o rice the company pa for its Super Bowl berth. The average cost of a Super Bow ad package has b
aid e wl been running betwee $3.7
en
million and $3.8 million, according to ad buyers and oth executives familiar with the situation. Earlier this week, Leslie Moonves, CEO of CBS Corp., said the
8 t her O d
network had so some Super Bow advertising for figures in excess of $4 b
old wl billion.
Century 21 join a 2013 Super Bow advertising roster that also includes Pe
ns wl epsiCo, Anheuser-B
Busch InBev, Audi of America, Cars.com, GoDaddy.com,
,
Hyundai/Kia, B
Best Buy, Mercedes-B
Benz and Coca-Cola a.
Here’s the Sup Bowl spot that Ce
per entury 21 ran in 2012
2:
Read more at: AdAge