Last year, franchisor Century 21 Real Estate launched an advertising campaign on We City, a social, mobile online game where users build SimCity-like virtual metropolises. This year, it was recognized as a success.

The campaign — along with about 700 other print, Web and video winners — was awarded a Hermes Creative Award platinum honor, the contest’s highest. The annual contest, which recognizes successful and innovative work, is run by the Association of Marketing and Communication Professionals and had 4,700 entries this year.

We City in-game screen shot with Century 21-branded buildings courtesy of Century 21.

Recognized in the Social Marketing Campaign category (in which two platinum winners were selected from 14 entries) of the Hermes contest, the campaign resulted in 5.4 million Century 21 welcome-screen views, 401,000 Century 21-branded structures placed by gamers in their We Cities, and 300,000 views of the company’s "Smarter. Bolder. Faster." commercial (which debuted at this year’s Super Bowl).

The recognition comes on the heels of a year of wide-ranging and aggressive marketing by Century 21. In February, the company became the first real estate company in 21 years to advertise during the Super Bowl, where it had never advertised before. In April, the company announced its endorsement of U.S. Soccer through the Olympics. In June, the company announced an Internet radio ad campaign with Pandora.

"By leveraging our message through new media channels and traditional mass media, we continue to maintain our industry leadership position in brand awareness," said Bev Thorne, chief marketing officer for Century 21, in a statement.

A 2011 real estate ad marketing study found that Century 21 has a brand awareness of 95 percent, the highest among real estate brands.

Show Comments Hide Comments


Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
Thank you for subscribing to Morning Headlines.
Back to top
We're giving away 3 free ICLV tickets at Connect Now next week. Register and attend live for your chance to win!REGISTER×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription