09/12/2021 - News
Talon America & Havas Media Group Unveil OOH Campaign in Times Square for The National Association of REALTORS® Good Neighbors
Talon America and Havas Media Group unveiled a novel, strategic, out-of-home (OOH) campaign for The National Association of REALTORS® (NAR) in Times Square, New York.
NAR’s OOH campaign showcases its 2021 Good Neighbor Award winners, recognizing REALTORS®, members of the National Association of REALTORS®, who have made an extraordinary impact in their community through volunteer work. Leveraging the NYC ABC SuperSign screen, NAR’s “Good Neighbor” messaging is featured above the Times Square Studio with a “good news” ticker, running in contrast to the typical stark news of the world. NAR street teams will also hand out special edition “Good News” newspapers from custom-designed newspaper boxes beneath the digital screens on December 8 and December 9, all championing the good news of NAR’s good neighbor members.
The campaign also capitalizes on the renewed adoption of QR codes to drive members of the public to a landing page where they can view videos that tell the story of each Good Neighbor Award winner and finalist.
NAR’s Good Neighbor messaging will run on the digital board through December 19, when Times Square is expected to attract an average of 227,000 visitors per day, and consumers are even more inclined to engage with OOH ads. According to a recent OAAA report, nearly three-fifths of US consumers are prepared to engage with OOH ads in some way, including 85% of Gen Z-ers and 78% of Millennials.
“Our goal through this campaign is to amplify the good news that REALTORS® volunteer at nearly three times the national average and spent 99 million hours giving back to their communities this year. Talon and Havas developed a highly creative and memorable way to engage with Times Square visitors by harnessing the combined power of real stories with out-of-home storytelling, and at a time when we could all use some good news,” said Victoria Gillespie, Chief Marketing & Communications Officer, National Association of REALTORS®.
“The ability of OOH to cut through and deliver culturally relevant messages to audiences in the moment and in ideal locations is incredibly powerful. We’re proud to team with Havas in building and executing this multifaceted campaign for The National Association of REALTORS® which highlights the many ways that volunteer leaders help their local communities,” said Enza Chiodi, SVP, Client Strategy, Talon America.
“Our goal for this campaign was to capture the attention of engaged audiences and drive awareness of the positive impact REALTORS® have within their communities, highlighted via the Good Neighbor program,” added Greg Walsh, CEO, Havas Media Group, North America. “The ability to activate in a prime location like Times Square and leverage a larger-than-life canvas made out-of-home the perfect channel to build impact and communicate a meaningful message.”
More information on the 2021 Good Neighbors Awards can be found here.