Coldwell and Banker Back At Helm
Uhh.. ok. Not really sure how to start this.
Coldwell Banker just gave us a preview of their new marketing campaign for Spring/Summer 2008.
First the positives.
No print. No outdoor. The campaign will revolve around TV spots and an integrated web-based campaign (microsite, search ads, sponsorship etc.). Certainly makes a lot of sense given the new marketing climate of today (see How to Get Local With Your Internet Advertising).
Now the stuff I don’t get.
The campaign revolves around two talking oil paintings of the company’s founders; Colbert Coldwell and Benjamin Arthur Banker. It makes heavy use of humor and Web 2.0 technology; video, blogging, mashups and social networking.
Humor
I applaud CB’s attempt to move beyond the “white picket fence and frolicking dog” imagery found in most real estate advertising. But is it off base? The question “Is humor appropriate given the current climate around real estate?” (which was raised in the conference call) is a tough one to answer.
Video
The new TV spots are viewable on CB’s YouTube Channel (see Creating a Real Estate Video Channel on YouTube). I’ve embedded one below so you can get a sense of the new campaign’s tone.
Blogging
The campaign’s microsite is based around a blog by the two founders. Corporate marketing blogs are a controversial topic. McDonald’s Fake Lincolnfry Blog got resoundly booed by most online observers when it launched. We’ll see if the blogosphere has evolved to the point where these blogs are more widely accepted today.
Mashups
The idea is that the oil paintings will be traveling to select events across the US. CB uses a Google Maps mashup to chronicle that trip.
I don’t know about this. Seems a little forced to me.
Social Networking
The Coldwell and Banker paintings both have profiles on Facebook which you can ‘friend’ and CB has its own Facebook page (see Advertising Your Real Estate Business on Facebook) too.
The rationale, from their press release:
Given that the founders were eager networkers even back in their day, consumers may also see them pop up on popular social networking sites. Coldwell and Banker will use their profile pages to list their interests, share news on all the places they are visiting around the country, and keep their friends up to date on their “status.” Extending past their presence online, Coldwell and Banker may even appear at select live events across the country.
Hey, props to CB for exploring this new space. They continue to be at the forefront of experimenting with new technologies (see Coldwell Banker Tours a Home In Cyberspace).
But here’s the crux of my problem with this campaign.
Web 2.0 is more than just technology. It’s an evolving medium that hinges honesty, authenticity and transparency. I question the use of inanimate objects (oil paintings of two dead founders) as the center point of their campaign.
To me it would have been far more effective to have used real people, real situations and real conversations rather than manufactured alternatives. Somehow (aside from the curiosity factor) I doubt oil paintings will resonate very deeply with most online consumers. And this seems like a big missed opportunity.
That said, what do FOREM readers think of the new campaign? Is on the mark? Or destined for failure?
Update: More from Inman News Blog.
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16 Comment(s)
3 Trackback(s)
- From Coldwell Banker’s (Dead) Founders write a blog | Feb 27, 2008
- From The Burden of Leadership « The Notorious R.O.B. | Feb 28, 2008
- From Matt Goyer’s Real Estate Blog » Blog Archive » Coldwell Banker’s New Ads | Mar 3, 2008
Tom at The Real Estate Bloggers | Feb 27, 2008 | Reply
While the use of the paintings in a web 2.0 model may seem off, it is a huge improvement for the corporate marketers.
Typically they would have created Jane Doe and Joe Smith, Caldwell Banker real estate agents sites that would have been flamed out of existance…
The use of the portraits at least creates the wall that they are not trying to astroturf the space with fake people fronting marketers.
Andrew | Feb 27, 2008 | Reply
I think bobble heads would have worked better.
Terry Smith | Feb 27, 2008 | Reply
I saw this ad last night and quite frankly, I didn’t like it. In fact, I thought - What was that? Message seems mixed and not quite right.
Jake Caruso | Feb 27, 2008 | Reply
Outstanding, innovative and cost effective. Using artwork instead of talent, well done Coldwell Banker.
Greg Tracy | Feb 27, 2008 | Reply
I don’t think it was the best use of an ad.
It’s difficult to use deceased people as spokespeople when your message is how progressive you are.
Andrew | Feb 27, 2008 | Reply
The humor in the CB commercial is comprable to the quintessential kid at the lunch table who would try to be funny, but was never really funny. But he had no friends,so everyone would just nod and feel sorry for him. People want serious answers e.g. data, research, advice, etc…
Brian | Feb 27, 2008 | Reply
This is the most ridiculous ad campaign I’ve ever seen. How do these people keep their jobs?
Dave | Feb 27, 2008 | Reply
Ok, you just contradicted yourself. You commend CB on moving past the “picket fence” and then in your final paragraph you criticize them for not using real people & real situations? Make up your mind.
Sounds like the idea here is to stand out from the crowded real estate circle and the fact that you (and commenters like myself) are talking about it means it’s working. The fact that they’re using blogging, social networking, online video, TV ads, and online advertising as a cohesive campaign shows the uniqueness of the campaign compared to other brands. First Second Life, now this. CB is stepping out above the real estate fold.
Sara MacLennan | Feb 27, 2008 | Reply
I like it. I think it shows the company has history AND is innovative. Besides, up here in Canada everyone thinks they’re a bank, not a real estate company. Perhaps this will help clear up the name!
Joshua Ferris | Feb 27, 2008 | Reply
Let’s see if this concept really works. You know, the whole start off with a good thing and then introduce a way to improve.
Good thing:
It’s not typical of a large, corporate real estate agency. A little out of the box.
Where it could use improvement:
The message is diluted, the concept is bland, contrived and swings too far away from the real estate paradigm to be even remotely relevant.
As others have said: Add features, go local and show your strengths. I hardly think a forced and terribly unfunny advertisement campaign is going to give consumers confidence in your brand. If anything, it makes your brand look exactly like your ad: A joke.
Joel Burslem | Feb 27, 2008 | Reply
@Dave - I don’t think I contradicted myself. I like that CB is thinking outside of the box… I just think they went in the wrong direction.
Lori Turoff | Feb 28, 2008 | Reply
Let’s go back to Marketing 101. How is this campaign creating attention, interest and, especially, desire or action in the mind of the home buying consumer? Coldwell Banker is to be commended to attempting to use the new tools and technology but this campaign has no message. It fails to fulfill the main purpose of advertising.
On the other hand, take a look at Corcoran’s latest print ads running in the NY Times. You need to get the actual paper - they’re not online. Last week, there was a photo of a condo building under construction and a very pregnant woman standing in what was obviously to be her new unit. The headline was something like “Carefully Under Construction”. Yesterday, there was another one that showed a young business man wearing a suit covered by a funky down jacket and carrying a beat up brief case and New Balance sneakers. He was standing in the doorway of (his just purchased) beautiful but worn around the edges brownstone. The headline said “Make-over Potential”
These are full page ads with interesting photos (attention) that say to me “we understand you, dear buyer, and are going to meet your personal needs and not treat you like a nmber” (desire).
The ads go on to say in the text that they, Corcoran, are going to internalize the buyers vision of the perfect home to make the buyer’s dream come true.
I’m reaching for my cell phone. These ads make me want to use Corcoran as my agent!
You might think that since Corcoran and Coldwell are owned by the same parent company there might have been some synergy here. It looks like a real missed opportunity for Coldwell Banker to set itself apart from the mundane.
PS - It’s interesting that the only two commentors who liked the new Coldwell campaign are both Coldwell agents.
Mike | Feb 28, 2008 | Reply
I saw that ad last night I think and it only struck me with the question if there was really a guy named Banker. Talking painting haven’t done well in prolonged advertising.
I imagine they are trying to bridge the old, with the oil paintings, and young with the web stuff. I think it missed the mark but I am not really their target.
Tazim Elkington | Feb 29, 2008 | Reply
The commercial clips are brilliant, humourous, innovative and ‘out of the box’
Interesting to see the many comments and this is natural as we all have our own ‘eye’
Overland Park Real Estate - Michael Pierce | Mar 9, 2008 | Reply
It reminds me of those Guinnes commercials, except not as funny. It seems to be the total opposite of what WEB 2.0 is about but maybe that was their intent?
Anonymous | Mar 16, 2008 | Reply
I think the commercial is stupid and makes me look stupid, Yeah right like winning staring contests is what I would rather do than work at Coldwell Banker. I love being a Realtor with Coldwell Banker, but this commercial is ridiculous.