The Challenge:
As we kicked off 2023 anticipating another year of ‘Your Unfair Advantage’, research revealed that with the reality of an affordability crisis causing everyday Canadians to see the market as inequitable, the term ‘unfair’ was being perceived negatively, causing the idea of an ‘advantage’ to get lost.
The Insight:
An important, yet simple, strategic shift: from framing the advantage as UNFAIR, to better defining it as a benefit that home buyers and sellers need, so that ‘Your Unfair Advantage’ is no longer the message, it is the key takeaway.
The Execution:
Based on the insight, the strategic approach was updated to ‘The Advantage You Need’, and was executed creatively by leaning into the idea of good versus bad advice. The campaign launched with the 30s video spot at the Super bowl and was brought to life across a variety of executions including social, digital, programmatic, OOH and a partnership with Waze.
