Marketing

Century 21 leverages cardboard for latest quirky consumer marketing campaign

Cardboard cutouts stand in for consumers in new videos

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Realogy’s huge franchise brand, Century 21 Real Estate, goes Super Bowl big to get its name out to millions of consumers with national TV ads, but it also fills in the digital gaps with more unique, niche branding efforts — like its latest campaign.

In what the brand says is a planetary first, Century 21’s new “Moved by Moving” video series exclusively features cardboard cutouts. The sets to the series’ three videos, designed and hand-cut by artist Elizabeth Corkery, were developed to show how Century 21 agents ease the moving process for their clients.


One of Century 21 Real Estate’s new marketing videos, “New Friend.”

The brand has been pushing the videos out to its network of more than 101,000 agents worldwide — in part through Hootsuite, thanks to a new partnership it formed with the social media management tool in March, Century 21 spokesman Matt Gentile told Inman.

The firm will get the videos in front of consumers through blog posts and through Facebook and other social media channels, Gentile said.

Century 21 has also rolled out a national TV spot this year, as well as its large real estate franchise competitors Coldwell Banker, Re/Max and Berkshire Hathaway HomeServices.

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Email Paul Hagey.