The Web Marketing Association is proud to present this 2019 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Real Estate Rich Media Online Ad
So much for millennials not buying homes: The National Association of REALTORS® (NAR) found millennials led all other generations in buying homes for the fifth consecutive year in 2018. But NAR also found it needs to convince this digitally-native generation that the best way to buy a home is to engage an experienced REALTOR®, and that meant it needs to reach millennials on their platform of choice for high-quality content and fully engaged attention: streaming video.
Confronted with this challenge, NAR’s media agency Havas Media recommended working with true[X], the leader in engagement advertising, to build a dynamic quiz that tested users’ home-buying knowledge. Running across premium long-form video publishers like A&E, Fox, and ABC on desktop and mobile -- and with modified creative for connected TV platforms like Roku and tvOS -- the campaign incentivized users to spend a minimum 30 seconds interacting in order to reduce their commercial load. This quiz wasn’t easy, testing knowledge of intricacies that might not be evident without the help of a REALTOR®. If they needed help, users could click the “phone” button for a hint. But whether they won or lost, the message was clear: A REALTOR® can make home buying a breeze.
This campaign was a hit. It led to a 26% lift in consideration and a stellar 57% lift in intent. In addition to boosting knowledge about buying a home, it also clued millennials in to the many -- and often unknown -- benefits of enlisting a professional.
Contributors:
| VP Sales, East, true[X]: | Andrew Dawson |
| Digital Investments Buyer, Havas Media: | Becca Levy |
| Digital Investments Supervisor, Havas Media: | Stephanie DiCicco |
| VP, Group Client Lead, Havas Media: | Cammy Bjorklund |
| Account Director, Havas Media: | Ashley Vanasse |
| Media Planning Associate, Havas Media: | Abby Greene |
| Consumer Issues Media Manager, National Association of REALTORS®: | Jane Dollinger |
| Director of Communications, National Association of REALTORS®: | David Greer |
| Chief Marketing and Communications Officer, National Association of REALTORS®: | Victoria Gillespie |
TRUE[X]
Location: United States