Coldwell Banker 'Dances' Into New Territory in Real Estate Advertising Category With New Campaign.Business Editors PARSIPPANY, N.J.--(BUSINESS WIRE)--Jan. 28, 2002 Tango tango Spirited dance; also a South American ballroom dance. It evolved in the dance halls and, perhaps, the brothels of poorer districts of Buenos Aires, Arg., possibly influenced by the Cuban habanera. It was made popular in the U.S. , Jingle and Dance - Firsts Within Category; Displays Company's Commitment to Partnerships with Customers Coldwell Banker Real Estate Corporation (Coldwell Banker), the oldest and most established national real estate company, is dancing into new territory in real estate brand advertising when its launches its innovative "tango campaign" nationwide on February 4. The campaign features one 60-second and two 30-second black & white spots showing COLDWELL BANKER real estate agents dancing the tango throughout the home buying and selling process with their customers. In addition, each ad ends with the celebrated COLDWELL BANKER Golden Retriever golden retriever, breed of large sporting dog developed primarily in Scotland in the mid-19th cent. It stands about 23 in. (58.4 cm) high at the shoulder and weighs from 60 to 75 lb (27.2–34.1 kg). next to the brand's "Sold" yard sign. The ads were created by The Kaplan Thaler THALER. The name of a coin. The thaler of Prussia and of the northern states of Germany is deemed as money of account, at the custom-house, to be of the value of sixty-nine cents. Act of May 22, 1846. 2. Group (NY, NY) and were directed by the award-winning director, Bob Giraldi. The media, which launches February 4, includes a strong Sunday schedule with targeted primetime airings from Monday through Thursday on both network and cable television. The tango theme uses humor humor, according to ancient theory, any of four bodily fluids that determined man's health and temperament. Hippocrates postulated that an imbalance among the humors (blood, phlegm, black bile, and yellow bile) resulted in pain and disease, and that good health was and drama to convey how Coldwell Banker understands that buying or selling a home can be a highly emotional experience for the consumer and positions agents as partners who are there every step of the way to lead through the entire process. Additionally, the tango is one of the most complex of dance disciplines, requiring a strong and knowledgeable leader to guide the dance partner. As with the emotional and complex real state process, the tagline sums it up with "Coldwell Banker Is Your Perfect Partner." "We wanted to create a campaign that would be unique and disruptive for our category, but that links to our strategic message that your COLDWELL BANKER agent is a partner during and beyond the real estate transaction," said Regina Taylor Regina Taylor (born August 22, 1960) is a Golden Globe Award winning American actress and playwright. Biography Taylor was born in Dallas, Texas, but starting at age 12 she went to a newly-integrated school in Muskogee, Oklahoma where she was subjected to an incident of , senior vice president of Marketing, Coldwell Banker Real Estate Corporation. "We were not afraid to take risks with a jingle. The spots deliver the sophisticated, upscale image while at the core are fun and catchy." The spots were shot in black-and-white to create an upscale feel and strike an emotional chord with consumers. Blue accents in the COLDWELL BANKER signage not only reinforce the brand's equity in this color but also matches the company's strategic marketing direction of "Coldwell Banker is a blue chip company offering blue ribbon blue ribbon denotes highest honor. [Western Folklore: Brewer Dictionary, 127] See : Prize services for a true-blue real estate experience." The www.coldwellbanker.com Web site address appears subtly in every frame as a call to action. The partnership theme is also consistent throughout all of the COLDWELL BANKER marketing and advertising materials, including new print and radio ads and updated marketing materials, brochures and Web site. In a creative twist at the finale, the ads present the COLDWELL BANKER Golden Retriever dog as a "wink" or "exclamation point exclamation point: see punctuation. exclamation point - exclamation mark " to the company's brand. The Kaplan Thaler Group realized the equity that Coldwell Banker had already created over four years ago with the dog representing its PERSONAL RETRIEVER retriever: see sporting dog. retriever Any of several dog breeds, bred to retrieve game, that have a thick, water-resistant coat, keen sense of smell, and “soft” mouth that does not damage game. Retrievers are 22–24 in. (R) function on www.coldwellbanker.com. Ultimately the agency, also famous for creating the Aflac "duck icon," utilized the Golden Retriever to not only continue connecting consumers to the Web site, but to ultimately reinforce (wo)man's best friend as a warm icon for the brand and message of partnership. About Coldwell Banker For 95 years, the Years, The the seven decades of Eleanor Pargiter’s life. [Br. Lit.: Benét, 1109] See : Time Coldwell Banker(R) organization has been the premier provider of full-service real estate. Coldwell Banker Real Estate Corporation, a subsidiary of Cendant Corporation (NYSE NYSE See: New York Stock Exchange : CD), has more than 3,000 independently owned and operated residential and commercial real estate offices with over 75,000 Sales Associates globally. The company is an industry leader in residential real estate, and in niche markets such as resort, new homes and luxury properties through its Previews(R) division. The company is a pioneer in consumer services Consumer Services refers to the formulation, deformulation, technical consulting and testing of most consumer products, such as food, herbs, beverages, vitamins, pharmaceuticals, cosmetics, hair products, household cleaners, [paints, plastics, metals, waxes, coatings, minerals, with its Coldwell Banker Concierge(SM) program and award-winning Web site, www.coldwellbanker.com. Coldwell Banker Mortgage is one of the largest telephone/web based lenders in the country and Coldwell Banker Commercial(R) is one of the largest commercial franchise operations with over 400 affiliates offering clients comprehensive buying, selling, leasing, acquisition, disposition and management services. About The Kaplan Thaler Group The Kaplan Thaler Group has been the advertising agency of record for Coldwell Banker Real Estate Corporation since third quarter 2001. Since its founding in September of 1997, The Kaplan Thaler Group, Ltd. (www.kaplanthaler.com), a Bcom3 Company, has grown ten-fold from $20 million to over $220 million in billings and is considered one of New York's fastest growing companies. Clients include AFLAC, The American Red Cross American Red Cross: see Red Cross. , Clairol (Herbal Essences Herbal Essences is a brand of shampoo, hair conditioner, and hair coloring products initially designed to appeal to holistic and natural products shoppers but eventually targeted almost exclusively at women, created by Clairol and subsequently owned by Procter & Gamble. , Infusium 23, and Aussie), Coldwell Banker, Gruner & Jahr, Independence Community Bank, Panasonic, Pilot Pen among others. |
|
||||||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion