Century 21 Takes It To The House
In football, the term "take it to the house" refers to a great play that oftentimes results in a touchdown. Century 21 managed to take its Super Bowl XLVI commercial to the house, a successful double-entendre for a real estate company whose bottom-line strategy is to sell homes. The Parsippany, N.J.-based Century 21's first Super Bowl commercial in the company's 40-year history translated into winning numbers: Total leads climbed 20% year-to-date (through October) and Web site traffic year-to-date was up more than 40% versus industry Web site growth rate of 4%, according to Bev Thorne, Century 21's CMO. The company has committed to a 30-second media buy during the Super Bowl XLVII broadcast on CBS plus sponsorship of pre-game programming on Feb. 3.