RE/MAX ad campaign goes local

Three television adverts, radio slots and a print campaign have been created by Cape-based ad agency Inspiration for real estate giants RE/MAX of Southern Africa, part of the global RE/MAX franchise system that operates in 63 countries. This is the first time that a locally produced RE/MAX campaign has been created outside of the US.

According to Inspiration creative director Andre Steyn, up until now RE/MAX used only to air US-made adverts with SA voice-overs. “However, our research told us that the SA market was still perceiving these adverts as American, so we wanted to create quality home-grown RE/MAX advertising that South Africans could relate to.”

The campaign centres on the campaign line, “We give you more than just a key, we give you a home” and exhibits the added performance and personal service excellence standards of a RE/MAX agent.

Inspiration’s brief was to create a novel and relevant way to communicate the RE/MAX brand positioning and demonstrate the very essence of what sets RE/MAX apart.

“We centred each advert around the idea that the agent hands over the keys to the new home but with a personal touch that is thoughtful and creative. We were very conscious of the proudly SA sentiment so we wanted to create something very true to SA,” comments Steyn.

For the three television ads, independent producer Mandy McDonald put together a production team under the 360 Degrees Marketing banner. The ads show three different SA lifestyle sectors receiving the keys to their new homes and personalised gifts their agents have made for them: first-time homeowners get a beaded keyring, a young family get their key in the babies’ cot mobile, and a stained glass wind chime surprises a semi-retired couple.

All the gifts have a uniquely SA flavour and feature a RE/MAX balloon with a personal touch. The radio and print adverts reinforce this storyline and message.

The campaign is set to raise the RE/MAX identity in a SA context, a market that has shown outstanding results for the property group in recent years. In 2005, it was named International Region of the Year at the RE/MAX Global Awards ceremony.

Article from: