Company:REP Interactive, Los Angeles, CA, USA
Company Description:REP Interactive is an award-winning digital media and video production company that specializes in corporate communication and produces videos for a variety of successful brands such as Coldwell Banker, iHop, Mattel, and Crystal Cruises. Fortune 500 Companies trust REP Interactive to produce video solutions for their businesses.
Nomination Category:Communications & Marketing Awards Categories
Nomination Sub Category:Online Marketing Campaign of the Year

Entry Title: Coldwell Banker's CBx Online Marketing Campaign

Tell the story of this nominated marketing campaign for the judges (up to 525 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign: TEXT REDACTED FOR PUBLICATION

Coldwell Banker is at the forefront of new technology when it comes to marketing and advertising tools for real estate agents. Coldwell Banker built a groundbreaking tool that gave real estate agents the power to create winning listing presentations: the CBx application. To effectively get the word out to their 80,000 agents globally, Coldwell Banker enlisted the help of REP Interactive to create a two-video campaign to build awareness and excitement about CBx.

Initially launched at their global conference, the campaign continued digitally by circulating the content to managers and brokers in their 5,000+ offices. The cinematic, eye-catching visuals that the REP Interactive team integrated into these videos was unlike any other internal piece of content created for a real estate brand, ultimately resulting in a huge success for Coldwell Banker. More Coldwell Banker agents downloaded this application than any other tech launch in the brand's 107-year history.

The REP Interactive creative team was informed that real estate agents are typically skeptical when it comes to new technology, and thus the team needed a concept that was larger-than-life.

The REP team came up with a three-pronged approach: to first create a "hype" video that resembled a Hollywood Blockbuster Movie Trailer, tying in with the "Hollywood" theme for their national conference.

Launched at the iconic Dolby Theater with Dolby 5.0 Surround Sound, the music score literally "shook the fillings in the audience’s teeth," according to Coldwell Banker's Chief Marketing Officer. The drama and suspense integrated into the spot by REP created buzz for the brand and was the most-mentioned comment across all social media platforms during the conference.

The second phase of the campaign was to educate Coldwell Banker agents about how the application really works. Using cutting edge motion graphics and enlisting Coldwell Banker's Chief Marketing Officer as our talent, REP Interactive eloquently gave a first hand view of how any CB agent could use this tool to win more listings.

The third phase of this campaign was to capture a success story from an actual Coldwell Banker agent and his client. This testimonial video featured a first hand look at a success story from a young agent who won a million dollar listing by using CBx during a listing presentation.

The videos for this campaign crafted by REP Interactive’s talented creative team did wonders to raise awareness of Coldwell Banker’s CBx application and were a resounding success in successfully branding the CBx application as a cutting, powerful new tool for real estate agents.

The next video in this campaign is being released in mid-October 2015.

Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 125 words):

Judy Gatena is the CEO and co-founder of REP Interactive, an award-winning digital media and video production company that specializes in corporate communication and produces videos for a variety of successful brands such as Coldwell Banker, iHop, Mattel, and Zappos. With over two decades of entrepreneurial success as the founder and President of Abacus One Computer Supplies, Judy has helped to grow REP Interactive from a five-figure media startup to a seven-figure per year video and broadcast media agency. Judy is a member of the National Association of Women Business Owners, an alumna of UCLA'S Anderson School of Business, and was named on FORBES Magazine's list of Famous Multi-Generational Entrepreneurs.