Case studies

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Century 21

The leader in real estate feels right at home

The leading real estate agency is also THE historic My Media client. Indeed, the agency won the client in its first few months of existence, and Century 21 has since remained a key client for My Media.

As the communications battle between real-estate agencies is played out, as in most cases, on TV, the agency has never ceased innovating on this media, giving Century 21 a very clear lead over its competitors in terms of awareness, preference and credibility:
• In 2006, Century 21 was the first real-estate brand to adopt a week-end strategy, allowing it to stay on air during 8 months, 2 times more than its competitors (who stuck to traditional flights, limiting their presence to 4-5 months a year at best).
• In 2008, the brand is the first in its sector to do sponsoring and even further to move to a 100% sponsoring strategy for this first year. It is then present 221 days a year, 3 times more than its competitors. It is first in Top of mind, unaided as well as aided awareness.
• In 2011, it is once again first in its sector when it produces its own short program with « Toi, toi mon toit ». That same year, Century 21 has a 15 point lead on its competitors in terms of image items and in credibility (confidence in its real-estate management, best-trained collaborators, most professional collaborators…)

• In 2016, it innovated again by being the first real-estate agency to be present long term on MyTF1, giving it an omnipresence on the catch-up TV of the biggest channel in Europe.