Building on the successful launch of last year’s ‘That’s Who We R’ national branding campaign, the National Association of Realtors (NAR) has introduced the next creative iteration. Kicking off with a series of three new spots developed in partnership with Havas Chicago, ‘Look for the R’ calls upon consumers to turn to the iconic “R” trademark as a beacon of integrity and clarity in real estate.
The new creative is part of NAR’s advertising strategy to further distinguish Realtors, members of the NAR, from non-member agents and apps.
‘Look for the R’ focuses on authentic, human moments in the journey to property ownership, both residential and commercial, and seeks to capture the relationships between Realtors, their clients, and communities. The new ads use a compelling mix of visual and verbal cues to make the Realtor “R” mark memorable.
Through bold creative depictions that bring the “R” icon to life, the campaign rallies consumers to look for the “R” for reliable guidance throughout the real estate process.
The TV campaign will launch both 15- and 30-second versions, with creative extensions into various media touchpoints including online video, streaming and terrestrial audio, social media, branded content partnerships and through upcoming activations. In addition to paid media, NAR will once again launch a full suite of new campaign assets for members to leverage locally (social media, digital display, print ads, merchandise and more).
CLIENT: National Association of Realtors
AGENCY: Havas Chicago
SOURCE: National Association of Realtors