Century 21: Relentless Moves

Real-estate brand Century 21 used a content partnership with sports channel ESPN to recreate itself with a 'relentless' brand positioning, leading to business growth in a declining US market.

Campaign details

Brand: Century 21Brand owner: Century 21Agency: MullenLowe U.S.Market: United StatesIndustries: Property & constructionMedia channels: Content marketing, Packaging & design, Radio & audio, Sponsorship - Media, Social media, TelevisionBudget: 5 - 10 million

Executive summary

Despite being the most recognised brand in real estate in the US, Century 21 (C21) was declining fast in the category it pioneered.

Instead of resisting change, C21 embraced it by completely reinventing itself with a new positioning of 'relentlessness'. Its aim was to provoke home buyers and sellers to...

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