The Corcoran Group aired a first ever live-action television commercial, aimed at promoting the brokerage giant’s recently unveiled website redesign.
The 30- and 60-second spots follow Marcel, a French bulldog, in search of new digs after being booted from his co-op for barking. To aid his search, Marcel uses Corcoran’s new website to browse listings in his price range, find agents and scout neighborhoods.
The commercial will air in New York City, Long Island and Palm Beach, Fla. markets, as well as in select movie theaters on the East End and elsewhere in Long Island, according to Real Estate Weekly.
“We wanted to show how [the website] allows consumers to find the home where they can live who they are.,” said Christina Lowris-Panos, Corcoran’s chief marketing officer. “Through Marcel we see how the new [site] takes you beyond the four walls of the home to see what it is really like to live in each neighborhood.”
The Marcel video, which debuted on Corcoran’s YouTube page on Nov. 15, now accounts for a third of the total views on the page, she said. As of mid-November, there were about 500,000 views on Corcoran’s youtube page.
As The Real Deal previously reported, Corcoran launched their redesigned website earlier this month, adding functionality, integrating social media and aiming to improve overall user experience on mobile devices. The new website also offers a neighborhood features that allows users to learn about the infrastructure surrounding a listing,
Marcel will air weekdays from 6 a.m.-9 a.m. on NY1 and FOX for the next four weeks. [REW] —Christopher Cameron