At Century 21, they love the self-starters, the doers, the entrepreneur mind set. We created a recruitment campaign that spoke directly to this audience. We invited them to "Join The Relentless" but we did it at a time when we knew they were the only ones still working, burning the midnight oil. Our media motto was simple: When the sun goes down, our ads go up. We targeted our audience between 10pm and 3am with everything from ESPN content and social to digital OOH boards and a Grubhub partnership to give people free late-night delivery to their office.