Montreal real estate agents begin campaign
By Adnews Staff
LXB Communication-Marketing of Montreal has created a new campaign for the Greater Montreal Real Estate Board. The campaign is based on a modified version of the song "L'argent fait le bonheur" [Money brings happiness] by Quebec rock band Les Respectables. The re-recorded version uses the line "l'agent fait le bonheur" [An agent brings happiness]. The purpose of the campaign is to inform consumers of the services a real estate agent can provide. The six-week French-language effort includes television, radio, newspaper and Internet advertising. The TV commercial depicts a family sitting at a dinner table offering suggestions to a young couple about to buy a house. The advice continues until the couple informs the family that they have a real estate agent. The English-language component of the campaign consists of newspaper advertising alone. According to LXB, the campaign is the first phase of a three-year marketing program.