Coldwell Banker Defines Home as "Awesome" in New National Advertising Campaign Featuring User-Generated Content

Consumers Have a Chance to Be Part of the Campaign by Using #HomeIsAwesomeness

Awesomeness. It's a feeling, an emotion. An unsolicited response to the truly amazing. It's the micro-moments people share in their homes that define who they are and who they will become. That's whyColdwell Banker Real Estate LLC, the original Silicon Valley real estate startup founded in 1906, is shining a spotlight on the short but life-changing experiences happening every day in homes around the world by featuring them in a new national advertising campaign titled "Awesomeness."

The new campaign flips the camera onto real people to shine a light on the real moments that make up the true value of our homes through a number of user-generated videos. A couple finding out their daughter is pregnant. A baby's contagious fit of giggles. A bulldog who can't get his giant bone through the doggy door no matter how hard he tries.


"Every day, 2.6 billion people are walking around with built-in video cameras in their pockets," said Sean Blankenship, chief marketing officer for Coldwell Banker Real Estate LLC. "We take out our phones to capture videos of our dogs and hilarious conversations with our children. When we look at how to express true awesomeness in the home, it's nearly impossible to do without showing the real moments themselves. Home is the center of our lives, and people are capturing amazing micro-moments daily, which allows us to create a campaign that expresses the true awesomeness of home."

As a supplement to the campaign, consumers are encouraged to submit videos and photos of the awesome moments in their homes using the hashtag #HomeIsAwesomeness for a chance to be featured in the national advertising campaign. The hashtag will also serve as a home for the thousands of poignant, funny and awesome moments people share throughout the campaign.

The campaign's four user-generated ad spots highlight various aspects of what make home awesome:
Pregnancy announcement
In advance of Mother's Day, this spot celebrates the joy of a new mother and grandmother to be.
Laughing Baby
The infectious laughter of this baby took the Internet by storm in 2011.
Sleeping Baby
Struggling to keep your eyes open after a long day? From the perspective of an adorable baby, this ad highlights a moment we can all relate to.
Bulldog
This spot highlights the mighty struggle of fitting a bone through a door for one English bulldog.

In addition to these 15- and 30-second spots, Coldwell Banker Real Estate is releasing a 60-second compilation spot with three soundtrack options (Welcome Home, No Place I'd Rather Be, The House We Call Home), asking consumers to vote for their favorite on the campaign's landing page. Coldwell Banker also used the Awesomeness theme in releasing a new X-Men spot in partnership with 20th Century Fox for the upcoming summer movie event, "X-Men: Apocalypse." The ads will run on NBC and various digital channels like Hulu and YouTube.

The Awesomeness ad spots were conceived by Siltanen & Partners, the national advertising agency for Coldwell Banker Real Estate, under the direction of Executive Creative Director Rob Siltanen. All of the ad spots are available atwww.coldwellbanker.com/brand-experience.