Best Real Estate Rich Media Online Ad

So much for millennials not buying homes: The National Association of REALTORS® (NAR) found millennials led all other generations in buying homes for the fifth consecutive year in 2018. But NAR also found it needs to convince this digitally-native generation that the best way to buy a home is to engage an experienced REALTOR®, and that meant it needs to reach millennials on their platform of choice for high-quality content and fully engaged attention: streaming video.

Confronted with this challenge, NAR’s media agency Havas Media recommended working with true[X], the leader in engagement advertising, to build a dynamic quiz that tested users’ home-buying knowledge. Running across premium long-form video publishers like A&E, Fox, and ABC on desktop and mobile -- and with modified creative for connected TV platforms like Roku and tvOS -- the campaign incentivized users to spend a minimum 30 seconds interacting in order to reduce their commercial load. This quiz wasn’t easy, testing knowledge of intricacies that might not be evident without the help of a REALTOR®. If they needed help, users could click the “phone” button for a hint. But whether they won or lost, the message was clear: A REALTOR® can make home buying a breeze.

This campaign was a hit. It led to a 26% lift in consideration and a stellar 57% lift in intent. In addition to boosting knowledge about buying a home, it also clued millennials in to the many -- and often unknown -- benefits of enlisting a professional.

Contributors:

VP Sales, East, true[X]:	Andrew Dawson
Digital Investments Buyer, Havas Media:	Becca Levy
Digital Investments Supervisor, Havas Media:	Stephanie DiCicco
VP, Group Client Lead, Havas Media:	Cammy Bjorklund
Account Director, Havas Media:	Ashley Vanasse
Media Planning Associate, Havas Media:	Abby Greene
Consumer Issues Media Manager, National Association of REALTORS®:	Jane Dollinger
Director of Communications, National Association of REALTORS®:	David Greer
Chief Marketing and Communications Officer, National Association of REALTORS®:	Victoria Gillespie

TRUE[X]

Location: United States