Coldwell Banker "Portraits" campaign paints new picture for what today's consumers want from a real estate firm - McKinney

Coldwell Banker “Portraits” campaign paints new picture for what today’s consumers want from a real estate firm

February 27, 2008

Most consumers know what to expect from real estate commercials: manicured lawns, smiling children, pretty picket fences and the ubiquitous “sold” sign. Today, Coldwell Banker Real Estate LLC will start breaking through that clutter as it unveils the first commercial within its new integrated marketing campaign. The off-beat and entertaining television spots feature portraits of the company’s dynamic (albeit deceased) founders, Colbert Coldwell and Benjamin Arthur Banker, who started the company back in 1906.

Coldwell and Banker inject equal parts of humor and contemporary insights on the real estate market in the spots that start airing nationally this week. The commercials represent the first phase roll-out of a multi-media marketing campaign which leverages the strength of years of Coldwell Banker tradition combined with pioneering excellence in online real estate. The campaign will span television, online and in-person brand experiences.

“Today’s buyers and sellers are empowered like never before by both online tools and access to experienced real estate experts who can guide them through each step to home ownership,” said Charlie Young, chief operating officer, Coldwell Banker Real Estate LLC. “With this new campaign, Coldwell Banker® is communicating with consumers in a way that the real estate industry has never seen before. It is essential for us to show consumers that by choosing Coldwell Banker, they are getting the best of both worlds: easy-to-use online tools and experienced on-the-ground agents equipped with depths of local knowledge. By bringing the founders into the 21st century, we’re able to bring to life the 102-year-old Coldwell Banker heritage and our thirst for effective innovation across all our marketing channels.”

The television spots feature witty and playful posthumous conversations between the painted portraits of Coldwell and Banker, who wax poetic on topics ranging from current interest rates to a raucous 1940s office holiday party. Throughout it all, the company’s founders underscore the integral value of combining technology and the “human element” in the real estate equation. The television spots were conceived by Coldwell Banker strategic and creative agency of record, McKinney of Durham, N.C., and directed by Alison MacLean with Park Pictures.

The “Portraits” campaign will also come to life through a variety of online initiatives. Visitors to can tour the “virtual office” of Coldwell Banker to uncover more about the company, play portrait ping-pong or even challenge one of the founders to a staring contest. The microsite was created and executed by Kinesis Marketing, longtime interactive marketing agency of record for Coldwell Banker.

Given that the founders were eager networkers even back in their day, consumers may also see them pop up on popular social networking sites. Coldwell and Banker will use their profile pages to list their interests, share news on all the places they are visiting around the country, and keep their friends up to date on their “status.” Extending past their presence online, Coldwell and Banker may even appear at select live events across the country.