Berkshire Hathaway Gold OBIE

Atlanta Real Estate Forum congratulates Berkshire Hathaway HomeServices New Homes Division and Marketing Results, Inc. for winning a Gold OBIE in the Best Advertising Campaign – Associate – Budget under $10,000 category. Presented by the Atlanta Sales and Marketing Council, the OBIE Awards are the premier awards given in the Atlanta new home construction industry.

An ad campaign was created for the company’s New Homes Division using “snail” mail and “fast” mail with the goal to bring new business to the New Homes Division while also creating an awareness about the services offered. The campaign consisted of a series of postcards mailed and matching flyers eblasted to builders and developers in the metro Atlanta area. The campaign was called “What’s Your Next Move.” Each postcard /eblast had a teaser headline.

The first in the series was “What’s Your Next Move?” The imagery was a chess board with all pieces knocked over except the king, which was still standing. The king chess piece was colored “cabernet,” which is Berkshire Hathaway HomeServices signature brand color. The rest of the postcard was black and white. The only color on all pieces is a hint of the “cabernet” on the front artwork. On the backs of the postcards is a message to “Improve Your Game with the Proven Leader in New Homes Sales,” then a list of the company’s services and a call to action to contact them today.

The second in the series is another black and white image, this time a target, with the BHHS seal incorporated into the center of the target in cabernet, and the dart in cabernet. The third in the series is again staying with the same “game” theme and the same color scheme and messaging. The front is a black and white image of eggs with one of the eggs singled out in cabernet. The headline of the postcard is to “Stand Out from the Rest,” and on the back, the subhead is “Align Yourself with the Best.” Again, the messaging on the back lists the company’s services and includes a call to action.

BHHS and Marketing Results created a unique marketing campaign with an eye-catching design. Builders and developers are busy people, and the goal was to make sure the design would have them stopping and reading the materials. Each postcard/flyer was designed with black and white imagery and one item on the piece in one color –”cabernet” on the front of the postcard/flyer. This design made that color stand out and grab the attention of the busy builder/developer. This campaign was extremely successful in bringing in new business to the New Homes Division. Mission accomplished!

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The Greater Atlanta Home Builders Association’s OBIE Aards celebrates its 37th anniversary in 2017. The awards began in 1980 and have grown throughout the years to include more than 100 building, remodeling, marketing and personal achievement categories. The OBIE Awards are named after the obelisk shape of the actual award given. To see all of this year’s OBIE award winners, visit Make sure to like, share and comment on this story.