WASHINGTON (February 3, 2020) – Building on the successful launch of last year’s “That’s Who We R” national branding campaign, the National Association of Realtors® (NAR) is introducing 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 National Association of Realtors®, from non-member agents and apps.
“Last year’s foundational ‘That’s Who We R’ campaign communicated to consumers that “R” = Realtor®, and there is a difference. This year, the campaign will show them what that difference looks like, in action,” said NAR President Vince Malta, broker at Malta & Co., Inc., in San Francisco, California. “The ‘Look for the R’ evolution clearly positions Realtors® as real estate professionals who adhere to a Code of Ethics and make property ownership a reality through expertise and fair and ethical treatment.”
“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 National Association of Realtors® has such a strong brand mark in the ‘R’,” said John Norman, Chief Creative Officer, Havas Chicago. “The modern, geometric shapes are great building blocks for communication. ‘That’s Who We R’ takes those iconic shapes, that same ‘R’ Realtors® wear so proudly on their shirts and lapels and brings it into the world. Look for the ‘R’ and you’ll find it wherever good things are happening in real estate. It’s a clever way of integrating the NAR brand into people's lived experience as buyers and sellers. It highlights just how meaningful a Realtor®’s expertise can be."
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).
The five “Look for the R” TV spots include “First Real Home,” “Raise the Bar” and “Resource”:
- First Real Home :30: https://youtu.be/6-uyn496yKg
- First Real Home :15: https://youtu.be/6lT3Woo5uAg
- Raise the Bar :30: https://youtu.be/Mv36sqaKtaM
- Raise the Bar :15: https://youtu.be/1bfODNiyMD4
- Resource: https://youtu.be/rzpjzoJybJA
The National Association of Realtors® is America’s largest trade association, representing more than 1.4 million members involved in all aspects of the residential and commercial real estate industries.
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