In the world of real estate, many consumers were opting to use online “Do It Yourself” options instead of using the expertise of a REALTOR®. How could we remind people of the irreplaceable value that REALTORS® bring when buying or selling a home?
We realized that nobody wants to live with regret when it comes to the largest transaction of their life. So we reminded people of the dangers of not using a REALTOR® in a way that would get stuck in their heads forever.
We took the hit 80s ballad, “Total Eclipse of the Heart”, and re-imagined it as “Total Regret In My Heart”.
We launched a robust broadcast and digital video campaign that musically dramatized the pitfalls you could encounter if you bought a home alone. And we showed people that without the expertise of a REALTOR®, they might end up singing a ballad or regret.