Company: Siltanen & Partners
Company Description: Siltanen & Partners is a full-service agency dedicated to helping businesses of all shapes and sizes solve real-world marketing problems through the power of creativity. We’ve spent over two decades reimagining brands and creating groundbreaking campaigns and has been recognized as one of AdAge’s top small agencies in the country.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Real Estate
 Nomination Title: Coldwell Banker Dream Campaign: Move Meter
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Campaign was launched in March 2022.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 225 words used.
The pandemic had a dramatic effect on consumers. While working from home, many started to think about their priorities – spending time with their families in a home they love. The new ability to ‘work from anywhere’ soon got people thinking about selling their homes at record-high prices and moving to a more attractive, less expensive market where they could have a better quality of life and essentially buy their dream home. Soon homes were selling like hotcakes. This feeding frenzy continued in 2021 and the first half of 2022 with the value of homes continuing to increase amid significant inventory shortages.
In response, we developed a seller-specific strategy focused on giving consumers a greater understanding of their selling options, empowering them to sell and realize how much purchasing power they have for their dream property. We launched our one-of-a-kind “Dream” ad campaign, which promoted a refreshed Coldwell Banker website featuring an new online tool called the Move Meter℠ along with another other helpful seller tool (CB Estimate℠) and a Seller’s Assurance Program— all designed to help sellers find their dream home. The Move Meter℠ was unlike any other real estate tool out there and was specifically created to allow customers to compare the cost of living, average home prices and other key factors when thinking about moving to another city whether near or far.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 103 words used.
The overall TV campaign was launched during the NCAA March Madness Tournament. It was specifically designed to inspire consumers to act on their individual home owning dreams. For some, it meant moving closer to friends and family. To others, it was getting that mountain retreat or beach house they had put off for the future. The TV spots, digital video and social media also encouraged consumers to literally test out their dreams on the Move Meter and compare cost of living, cost of housing and dozens of quality of life measures to see what their lives might be like in a new location.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 55 words used.
The "Dream" ad was ranked as the most effective real estate ad tested by Ace Metrix in 2022. (Ace evaluated every national ad and scores it based on it's ability to breakthrough and persuade consumers.) Consumers more than doubled their average time on CB's website and generated more than 40 million views on Youtube alone.
Agency Credits:
Rob Siltanen Chairman/Chief Creative Officer
Chelsey Siltanen President/Head of Digital
Joe Siltanen Creative Director/Copywriter
Carly Sorenson Creative DIrector/Art Director
Coldwell Banker Clients:
David Marine Chief Marketing Officer
Victoria Keichinger VP Brand Marketing
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
https://movemeter.coldwellbanker.com/
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