Realtor.com has announced that its original five-episode, digital video series, featuring actress Elizabeth Banks, providing practical, humorous advice to first-time home buyers, has won five digital advertising awards.
The campaign received top honors from advertising trade publication Mediapost's Online Marketing Media and Advertising (OMMA) awards for its Use of Humor in the category of Online Advertising Creativity. The realtor.com campaign also was honored with two Gold and two Silver Awards by W3 for Branded Content: Business to Consumer; Video Features: Individual Performance; Online Video: Web Series; and Microsite: Real Estate, respectively.
Realtor.com's digital series, 'The Home Buying Process in Plain English with Elizabeth Banks,' was developed to provide practical and entertaining advice on the start-to-finish stages of the purchase cycle. The collection of webisodes has been viewed more than three million times since it was launched in July to appeal to the vast millennial generation as it enters the home-buying market for the first time.
The series is part of the biggest and boldest integrated marketing initiative in realtor.com's 20-year history, which includes numerous 15- and 30-second TV spots featuring Emmy-nominated actress, producer and director Elizabeth Banks, and was directed by Emmy and Golden Globe-nominated actor, producer and director, Fred Savage. Both the ad campaign and digital web series were created by Pereira O'Dell New York, realtor.com's agency of record.
"We are proud of the recognition this campaign is receiving from both advertising community and consumers alike," said Andrew Strickman, head of brand and chief creative for realtor.com®. "Bringing home awards from both the highly regarded OMMA and prestigious W3 Awards, is meaningful recognition of our creative talents and reflects our mission to empower people by making all things home simple, efficient and enjoyable."
The OMMA Awards have honored the best campaigns in Online Marketing Media and Advertising for more than 10 years. The W3 Awards, launched in 2005, receive more than 5,000 entries annually and have been at the forefront of honoring creative excellence on the web, and recognizing the people behind award-winning sites, marketing programs, social content, mobile site/apps and online video.
Realtor.com's integrated marketing campaign won the Ad Week Watch Ad in the Best Female Talent category in August, and was featured in Google's recently released MicroMoments Playbook.