MUSE Silver

United States

2022

Center for REALTOR® Financial Wellness - Punny Money

Entrant Company

NATIONAL ASSOCIATION OF REALTORS®

Category

Advertising

Client's Name

National Association of REALTORS®

Sub-Category

Advertising Campaign

For National Association of REALTORS®, finances can be scary, un-fun, complicated, overwhelming, confusing and typically the last thing on their minds. Many REALTORS® hear ”financial planning” and flee the “scene.” To overcome this intimidation and fear factor we can focus on the fun, the “pay off.” Making a connection between making it easy to plan finances, and the results of their commitment to financial planning. Finances are fundamental. Fundamental meaning the core information necessary to set a business up for success, and fundamental meaning essential for strategic business growth, stability, and security. The “Punny Money” campaign incorporate the “fun” in fundamental. Focusing on the fun helps combat the intimidation factor, and conveys the confidence, excitement, security, “winning” of financial planning. The campaign increased platform users by 55% to 16,000 unique users by December 31, 2021 and empowered and motivated members to take an active role in their financial wellbeing through both web-based and live events.

Credits

Chief Marketing and Communications Officer
Victoria Gillespie
Vice President, Creative & Content Strategy
Susan Welter
Project Manager
Sally Whitemore
Resource Manager, Maddock Douglas
Chrissy Zhan
Creative Director, Maddock Douglas
Chris Miller
Copywriter
Fran Donovan
Director, NAR Member Development
Kasey Pelphrey-Stewart
Manager, Financial Wellness
Brittany Schanck
Marketing Director
Breanne Gingerich
Marketing Specialist
Maeve McGovern
Marketing Manager
Natasha Grant
Creative Director
Lish Epharaim
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