SANTA CLARA, Calif.,
June 1, 2016 /PRNewswire/
-- Realtor.com®, a leading online real estate
destination operated by News Corp [NASDAQ: NWS, NWSA]; [ASX: NWS,
NWSLV] subsidiary Move, Inc., today launched a new marketing
campaign with actress, producer and director, Elizabeth Banks. Building upon last year's
award-winning campaign with Banks, realtor.com®'s new
"Own Home" campaign is comprised of TV ads, digital videos and
social integrations that cement realtor.com® as the most
trusted and comprehensive source of real estate information for
home buyers, sellers and dreamers.
"Our business is stronger than ever and we're keeping our foot
on the accelerator with the debut of this new campaign that
educates consumers on what we do best – help people dream of a new
home, find a home they love and own their perfect home," said
Ryan O'Hara, chief executive officer
for realtor.com.® "After an impactful first year,
we expect this year's enhanced message and unique storytelling to
help educate consumers about the home buying process and make it
more approachable."
With the tagline of "Dream home. Find home. Own home," the
campaign brings to life the home search process on
realtor.com.® The ads are a humorous blend of home
ownership fantasies and buying tips that feature Banks crashing
people's dreams as they imagine the perfect spot in their perfect
home. Dreaming of a bathroom with dual showerheads, where the razor
shaves you and you emerge with the perfect shaving cream moustache?
Banks is there to help, bringing her signature humor, smarts and
glamour to fuse together the surreal fantasies of the dream with
the benefit of using the realtor.com® app to find a home
with that perfect bathroom.
"With more homes for sale on realtor.com® than any
other home search site or app, we strive to provide buyers with the
comprehensive listings and tools they need to simplify the home
buying process," said Nate Johnson,
chief marketing officer at Move, Inc. "The 'Own Home' campaign uses
familiar situations and humor to make home-searchers and buyers
more confident."
Created by Pereira & O'Dell New York, alongside Andrew Strickman, Move's head of brand and chief
creative, the "Own Home" campaign features five TV spots that
reinforce realtor.com's® for-sale listings leadership.
In addition, the brand will launch an eight-episode digital series
of home buying tips with Banks where she "interviews" real estate
savvy characters from her own dreams – including a not-so-friendly
T-Rex, her middle school crush and a magical pony. The company will
also broaden the campaign's digital reach with a series of
platform-specific video vignettes across Instagram and
Facebook.
The TV ads debut on June 1 and
will run across major broadcast networks and cable channels,
including CBS, HGTV, Bravo, TBS, TLC and Spike. The campaign will
also appear on NBC in June during the P&G Men's and Women's
Gymnastics Championships on the Road to Rio lead up to the 2016
Olympics. The social executions will begin to rollout later this
month, with the digital tips featuring Banks going live this
summer.
To view the realtor.com® ad spots, please visit:
- Dream Deck: https://youtu.be/OX9Z-NFp6Jk
- Dream Bathroom: https://youtu.be/A2YT07f4MyE
Realtor.com® debuted its first marketing campaign
with Elizabeth Banks in May 2015, which nabbed many awards for its
original five-episode, digital video series providing
practical, humorous advice to first-time home buyers. The
"Home-Buying Process in Plain English with Elizabeth Banks" received three Webby Awards,
including top honors in the categories of Video Series and
How-To/DIY Video as well as The People's Voice Award for Online
Video Series. MediaPost's Online Marketing Media and Advertising
Awards (OMMA) honored the series for its Use of Humor in the
category of Online Advertising Creativity, while the One Screen
Awards named it the winner of the branded content category. It was
also recognized with two Gold and two Silver Awards by
W3 for Branded Content, and Elizabeth Banks received the AdWeek Watch Award
for Top Female Talent.
The campaign launches at a time of record breaking growth for
realtor.com®. In April,
realtor.com® unique users reached 55
million, up 25 percent from last year and average monthly unique
users grew to 50 million in the first quarter of 2016, up 30
percent from last year.
About Move, Inc. and realtor.com®
Move, Inc. operates the realtor.com® website and
mobile experiences, which provide buyers, sellers and renters of
homes with the information, tools and professional expertise they
need to discover and create their perfect home. News Corp [NASDAQ:
NWS, NWSA] [ASX: NWS, NWSLV] acquired Move in November 2014, and realtor.com®
quickly established itself as the fastest growing online real
estate service provider as measured by comScore.
As the official website of the National Association of
REALTORS®, consumers know they can look
to realtor.com® for the most comprehensive and
accurate information anytime, anywhere. With relationships
with 99 percent of all the multiple listing services (MLS) in the
country, realtor.com® has more than 3 million
for-sale listings, which account for more than 97 percent of all
MLS-listed for-sale properties. More than 90 percent of the
listings are updated every 15 minutes. Move's network of websites
provides consumers a wealth of innovative tools,
including Doorsteps®, Moving.com™,
SeniorHousingNet℠ and others. Move supports real estate
professionals by providing many services to grow their businesses
in an increasing digital, on-demand world, including ListHub™,
the nation's leading listing syndicator and centralized
intelligence platform for the real estate
industry; TigerLead®; Top Producer®
Systems; and FiveStreet℠ and Reesio as well as
many free services.
Forward-Looking Statements
This document contains certain "forward-looking statements"
within the meaning of the Private Securities Litigation Reform Act
of 1995. These statements are based on management's views and
assumptions regarding future events and business performance as of
the time the statements are made. Actual results may differ
materially from these expectations due to changes in global
economic, business, competitive market and regulatory and other
factors. More detailed information about these and other factors
that could affect future results is contained in News Corp's
filings with the Securities and Exchange Commission. The
"forward-looking statements" included in this document are made
only as of the date of this document, and we do not have any
obligation to update publicly any "forward-looking statements" to
reflect subsequent events or circumstances, except as required by
law.
Media Contact:
Lexie Puckett Holbert
805.557.3151
Lexie.puckett@move.com
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SOURCE realtor.com