[youtube id="A2YT07f4MyE" align="left" mode="normal" autoplay="no" grow="yes"] US property platform Realtor.com has unveiled its latest marketing initiative the "Own Home" national advertising campaign starring actress, producer and director Elizabeth Banks.
The Move Inc operated business says the new campaign will build on the success of it's award-winning advertising campaign last year which also utilised the skills of Ms Banks.
The "Own Home" campaign will comprise of TV ads, digital videos and social integrations aiming to cement realtor.com's position as the most trusted and comprehensive source of real estate information for home buyers, sellers and dreamers.
"Our business is stronger than ever and we're keeping our foot on the accelerator with the debut of this new campaign that educates consumers on what we do best – help people dream of a new home, find a home they love and own their perfect home," says chief executive officer Ryan O'Hara.
"After an impactful first year, we expect this year's enhanced message and unique storytelling to help educate consumers about the home buying process and make it more approachable."
With the tagline of "Dream home. Find home. Own home," the goal of the campaign is to brings the home search process to life on realtor.com.®
O'Hara says the ads are a humorous blend of home ownership fantasies and buying tips that feature Banks crashing people's dreams as they imagine the perfect spot in their perfect home.
"Dreaming of a bathroom with dual showerheads, where the razor shaves you and you emerge with the perfect shaving cream moustache?
"Banks is there to help, bringing her signature humor, smarts and glamour to fuse together the surreal fantasies of the dream with the benefit of using the realtor.com® app to find a home with that perfect bathroom," O'Hara says.
Move Inc claims there are more homes for sale on realtor.com® than any other home search site or app.
"We strive to provide buyers with the comprehensive listings and tools they need to simplify the home buying process," says chief marketing officer Nate Johnson.
"The 'Own Home' campaign uses familiar situations and humor to make home-searchers and buyers more confident."
Created by Pereira and O'Dell New York, alongside Andrew Strickman, Move's head of brand and chief creative, the "Own Home" campaign features five TV spots that reinforce realtor.com's® for-sale listings leadership.
In addition, the brand will launch an eight-episode digital series of home buying tips with Banks where she "interviews" real estate savvy characters from her own dreams – including a not-so-friendly T-Rex, her middle school crush and a magical pony.
The company will also broaden the campaign's digital reach with a series of platform-specific video vignettes across Instagram and Facebook.
Having made their debut on June 1 the ads will run across major broadcast networks and cable channels, including CBS, HGTV, Bravo, TBS, TLC and Spike.
The campaign will also appear on NBC in June during the P&G Men's and Women's Gymnastics Championships on the Road to Rio lead up to the 2016 Olympics.
The social executions will begin to rollout later this month, with the digital tips featuring Banks going live this summer.