Talk About Icing on the Cake for RE/MAX

By November 11, 2017 April 8th, 2021 Digital Marketing, Experiential Marketing

The Challenge 
RE/MAX wanted to engage brides and couples moving towards homeownership and become the title sponsor of Canada’s largest bridal shows however the price tag was too high.”For many first-time buyers, getting married is a key inflection point on the road to home ownership. RE/MAX is involved in Canada’s Bridal Shows to assure young brides that with proper planning and a great agent they can have their cake and eat it too” says David Brown, Executive Vice-President of RE/MAX Ontario- Atlantic Canada.

The Solution
MOUSEXM brought a tremendous amount of value to the table and an offer they couldn’t refuse that changed the way RE/MAX viewed sponsorships forever. We developed an award-winning campaign that included a comprehensive deal with Buddy Valastro of TLC’s hit reality TV show Cake Boss. The campaign attracted explosive attention so brides and couples lined the streets around Canada’s largest bridal show. Buddy captivated the audience to unveil a jaw-dropping 4x8ft RE/MAX branded cake. The Cake Boss Ultimate Wedding Cake campaign included; integrated radio and print advertising, a digital contest, and the opportunity to Enter the ULTIMATE WEDDING CAKE CONTEST presented by RE/MAX for your chance to WIN the wedding cake of your dreams created by Carlo’s Bakery and Buddy Valastro of TLC’s CAKE BOSS. ($5,000 Value), and an onsite VIP meet & greet where brides had the opportunity to get up-close for a personal photo moment, and of course a slice of the cake which was a beautiful house with a giant RE/MAX balloon hovering over the picturesque home, yard, trees, and a groom carrying his bride into their new home.

“I always look forward to visiting Toronto. My family at Carlo’s Bakery has enjoyed making Award-Winning wedding cakes for generations. We would be honoured to design and create a spectacular wedding cake for your special day, courtesy of RE/MAX” says renowned cake artist Buddy Valastro of TLC’s CAKE BOSS.”

The Results
The campaign received a National Star Awards for “Best event in Canada produced by a third party”, received over 15million media impressions including Global TV news coverage further expanding brand awareness nationally. And to top it all off, the deal included title sponsorship at the other leading bridal shows.

CAKE BOSS

In this business the devils in the details and beleive me these guys got it.

- David, VP Marketing, RE/MAX Promotions