The ups and downs Australians experience when finding a new home takes centre stage in realestate.com.au’s new brand strategy and creative platform.
The property portal has partnered with brand building creative agency, 72andSunny, to launch the campaign, which aims to encourage and motivate buyers, sellers and renters to ‘Keep Moving’ towards their next home, with realestate.com.au there to help throughout the journey.
The centrepiece of the ‘Keep Moving’ campaign is a film directed by Finch’s award-winning Australian film director, Nick Ball, which launched during coverage of the Paris Olympics on Saturday July 27.
The multi-channel campaign will roll out across TV, BVOD, YouTube, OOH, cinema, radio, digital display, digital audio and social via independent media agency, Kaimera.
The ‘Keep Moving’ platform showcases an empathetic story of the ups and downs of finding a new home and shows how realestate.com.au can help buyers, sellers and renters navigate the way forward with a deeply personalised property experience.
The campaign highlights realestate.com.au’s leading consumer experience, with 10.8 million people visiting the platform each month.
REA Group General Manager Audience & Marketing, Sarah Myers, said the fresh brand campaign, coupled with continued investment in the personalised consumer experience, supported realestate.com.au’s position as Australia’s number one address in property and generated leads for Australia’s real estate agents.
“As a leading Australian brand, we are proud to continue to feature Australian music and work with Australian talent across our campaigns,” she said.
“Eurogliders track, Heaven (Must Be There), became the heart of this story, with the lyrics and composition perfectly narrating the many lows and highs of the featured family’s journey.
“Our focus on deeply personalising the property experience helps arm property seekers with the right tools, and the confidence, to find their own piece of heaven.
“As we move into the key spring property season our audience continues to grow and we’re seeing strong consumer engagement with an ongoing uplift in buyer enquiries on our platform.”
Further iterations of the campaign will focus on realestate.com.au’s property value estimation tool, realEstimate, and finding the right home loan with Mortgage Choice as well as new product features.
