Redefining An Industry Icon

Bronze Winner, 2020 WARC Awards, Effective Content Strategy

THE CHALLENGE:
Bring Century 21 back from the brink of becoming completely obsolete in the real estate category it pioneered.

THE INSIGHT:
People expect a bad experience for the most complex and financially significant decision they will ever make.

THE IDEA:
A new positioning and brand identity led to “Relentless Moves”, a relaunch campaign that provokes audiences to reject mediocrity for the most extraordinary purchase in life.

THE RESULTS:
A significant lift in consideration and likelihood to recommend erased a 9-year decline and solidified C21 as “the most respected brand in real estate” while accelerating growth rates of lagging franchisees.