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...