An empathetic story of the ups and downs of finding a new home.
realestate.com.au has partnered with creative agency, 72andSunny to launch its new brand strategy and creative platform.
The campaign aims to encourage and motivate buyers, sellers and renters to ‘Keep Moving’ towards their next home, with the Australian property site there to help them throughout the journey.
The centrepiece of the Keep Moving campaign is a film directed by Finch’s Australian film director Nick Ball, which launched during coverage of the Paris Olympics on Saturday, July 27.
The multichannel 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 personalised property experience.
“As an Australian brand, we are proud to continue to feature Australian music and work with Australian talent across our campaigns. 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," REA Group GM audience & marketing Sarah Myers said.
“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.”
72andSunny head of brand Laura Popa said the strategy positions realestate.com.au as a trusted partner empowering and supporting all Australians to progress their property journey.
"We are really proud to work alongside realestate.com.au, Finch and Kaimera to craft this story and campaign," she said.
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 exciting new product features.
Credits:
Client: REA Group
Strategy and creative: 72andSunny
Media agency: Kaimera
Production: Finch
Director: Nick Ball
Executive Producer: Nick Simkins
Producer: Amy Dymond
DOP: Jeremy Rouse ACS
Casting Agency: Peta Einberg Casting
Edit: ARC EDIT. Editor: Elise Butt
Grade: Colour Collective. Colourist: Alex Bickel
VFX: Blockhead VFX. Creative Director: Stefan Coory
Sound: MassiveMusic. Sound Designer: Simon Kane
