Mammal described the client as an "agency's dream" as it shakes up the real estate market.
A new campaign via Mammal Sydney positions the offering of property tech disruptor Upside as ‘the way real estate should be’.
Mammal won the account last year following a competitive pitch.
The TV and video content centres upon an eccentric presenter who takes us on an tour through a ‘real house’, all the while extolling the many advantages of selling with Upside.
“As a new brand, disrupting the very traditional real estate model, we needed a concept that would build the awareness of Upside and support our performance campaigns," Upside director of marketing and communications Genevieve Brock says.
During the pitch, Mammal stood out as an agency partner who could deliver insight-driven creative thinking combined with effective execution. In just 8 weeks they developed a creative strategy and campaign execution that focuses on what's most important to property sellers: real agents and complete transparency at an affordable price. I enjoyed working with their talented team and look forward to continuing to collaborate with them.”
Luke Chess, Mammal creative partner, adds: “When a brand presents with a unique point of difference, that’s a creative agency’s dream. Upside’s model – focusing on customer satisfaction, not just sales commissions – offers precisely that.
What’s more, their stated corporate values of caring, integrity and a sense of fun meant that Upside promised to be a great collaborator and fit with our own culture. Which is exactly how it turned out. It’s been a real pleasure to help to bring their brand to life.”
The campaign extends across TV, online content, display advertising and more and also includes significant brand asset redevelopment.
