In the worst housing market in decades, Coldwell Banker Real Estate needed to change the way people thought about buying a home. First they needed to remind people that when you buy a home, you buy so much more than a house.
Second, they needed to show people that buying a home was within their reach. And they needed to do it in a big way.
So they built a Times Square Interactive board which allowed people to text in "homes" and their zipcode. The board would then display homes in the area they searched. Not just to them - to everyone watching.