NAR Unveils ‘That’s Who We R®” Consumer Campaign
While many people know that a REALTOR® helps buy and sell homes, what they may not know is that only a REALTOR® is a member of the National Association of REALTORS® and subscribes to its Code of Ethics. It’s the REALTOR® Code of Ethics that inspired the association’s powerful new “That’s Who We R®” campaign, which launched on February 25. The campaign aims to reinforce the value of REALTORS® as advocates for property owners, engaged community members and trusted advisors with in-depth knowledge of the industry.
“Our story is a century in the making as we began to set NAR members apart from the rest by establishing a Code of Ethics in 1913. This code is as relevant now as it was one hundred years ago; it’s our pledge of honesty, integrity, professionalism and community service as a true partner for buying or selling a home, or property,” said John Smaby, 2019 President, NAR. “‘That’s Who We R®’ reinforces that partnering with a REALTOR®, delivers the peace of mind that can only come from working with a real person who is committed to their clients’ futures and neighborhoods just as much as they are.”
“That’s Who We R®” serves as a reminder of what NAR has always stood for, while signaling where the organization is heading. For REALTORS®, the campaign is a rallying cry that instills pride in their everyday actions. For consumers, it’s an education about the REALTOR® difference.
The integrated marketing campaign from Havas features a cinematic world inspired by the REALTOR® mark that serves as a beacon throughout. Everything from the larger than life “R” at the beginning, to the angles and geometry used as transitional elements and across the numerous sets was inspired by the mark that sets REALTORS® apart. The agency partnered with Director X, known for his visually distinctive style, to create something distinct and modern. “That’s Who We R®” features compelling stories about humans helping humans find homes and property, build communities and turn business dreams into realities.
“Our society has created trusted symbols from ‘Verified’ Instagram accounts to the Good Housekeeping Seal,” said Karen Goodman, Group Creative Director at Havas Chicago. “As we dug into this brand, we knew REALTORS® were the real deal and needed to find a way to telegraph that to everyone. We needed to turn the ‘R’ into the trusted symbol you should look for when buying and selling property.”
The campaign content will be brought to life through strategic partnerships reflecting the modern ways in which our target audience consumes media, including linear and online video, streaming and terrestrial audio, social media, branded partnerships with multi-channel content makers such as VICE, Apartment Therapy, The Atlantic, HULU and more. The :30 “That’s Who We R®” TV spot can be viewed here (link is external), and more information about NAR is available at www.nar.realtor.
