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How we helped transform a real estate brand through emotion

Other great work

The Chas Everitt International property group is one of South Africa’s premier estate agency groups. Started in 1980, the business is built on a foundation of solid family values and a desire to serve clients well and become their lifelong property counsellors by delivering truly memorable service.

The challenge

In the fiercely competitive South African real estate industry, Chas Everitt partnered with Stratitude to craft a brand-building campaign concept that would set them apart in a crowded marketplace.

Creatively, we had to consider how to position Chas Everitt in a saturated industry landscape, the market’s focus on transactional marketing and a lack of emphasis on brand building. Our mission was clear: develop a campaign that would strike an emotional chord with the audience while firmly establishing the Chas Everitt brand.

The solution

The Chas Everitt GO brand campaign has at its core, a powerful and emotionally resonant creative concept – the recognition that purchasing a home transcends a mere transaction; it’s a profound journey of individuals realising their dreams. This concept positions Chas Everitt as the real estate company that not only comprehends the significance of this life-changing decision but is also committed to being a trusted guide throughout the transformative process.

Our approach humanises the real estate experience, going beyond property and finances to explore the aspirations, desires and dreams of people. Chas Everitt understands that a home is not merely a structure, it’s the canvas upon which individuals paint their life stories. By spotlighting this human element, we distinguish Chas Everitt in an industry often perceived as purely transactional.

The concept conveys that Chas Everitt is more than a real estate agency, it’s a partner in making dreams come true. Whether clients are transitioning to a new neighbourhood, a different province or relocating internationally, Chas Everitt stands by them every step of the way. We amplify the message that we don’t just sell properties, we facilitate life-changing decisions.

The Chas Everitt GO brand campaign redefines real estate marketing, forging deep emotional connections with the audience and solidifying Chas Everitt as the ultimate guide in the pursuit of dreams.

The results

The concept was rolled out across digital, outdoor, direct marketing, social media and public relations. The campaign won a silver award for “Most Innovative Social and Digital Media Campaign by a Small Agency” at the New Generation Digital and Social Media awards and it was nominated for an international Globey Award by AMIN Worldwide.

Following the 5-month campaign, a national survey was conducted amongst Chas Everitt agents to gather their views and feedback on the GO campaign. Of the respondents, 88% rated the campaign as highly effective and 94% believed the campaign effectively differentiated Chas Everitt from its competitors.

Click here to watch the campaign concept video:

If you want to transfo‌rm your brand, talk to us today.

What our client had to say...

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