Realestate.com.au is tapping into the angst experienced by Australians when trying to find a home.
Realestate.com.au has launched a new consumer marketing campaign which reinforces the brand’s market leadership by appealing to buyers, sellers and renters with the message, “If you’re not on realestate.com.au, you’re not in the market”.
The campaign, by BWM Dentsu, launches with multiple content pieces as well as out of home media, print, radio, digital and social executions.
It features well-known actors Lucy Bell and Sybilla Budd (voiceover) and represents real life situations in Australia where property is much more than a nest egg and a home – it’s a topic of conversation.
The ad shows younger Australians complaining about how hard it is to get into the market when they are asked, “Are you on realestate.com.au?”, which is followed by a very awkward moment.
It is the brand’s biggest campaign launch since August 2014 and will air nationally over a five month period.
Realestate.com.au general manager of media and marketing Libby Minogue says: “This campaign focuses on the property conversations people are having all over Australia every day. We know that almost 60% of buyers are worried they will never be able to afford the property they would love3, and we want to help them achieve their property dreams.”
Credits
realestate.com.au: Elizabeth Minogue, Executive General Manager, Media & Marketing
Amanda Chase, Executive Manager – Brand & Marketing Ben Lemon, Senior Manager- Brand & Product Marketing Georgie Leslie, Consumer & Brand Marketing Manager
Creative: Rob Belgiovane, Group Chief Creative Officer
Brent Liebenberg, Creative Director
Phil Van Bruchem, Associate Creative Director
Rob Belgiovane, Writer
John Skaro, Writer
Tom Opie, Creative
Chris Plummer, Creative
Mark Watkin, Managing Director
Natalia Shore, Group Account Director
Melanie Sakkeus, Account Director
Stephanie Bond, Account Manager
Megan Hales, Executive Planning Director
Luisa Peters, Senior Onscreen Producer
Production:
Director, Alyssa McClelland, Finch
Producer, Kate Merrin, Finch
Casting, Nick Hamon Casting / Kirsty McGregor
DOP, Katie Milwright
Sound, Phil Kenihan, Front of House
Editorial, Jo Scott, The Butchery
Online, The Refinery
Still Photographer, Cory White, The Kitchen
MediaCom: Amanda Hurst, Group Business Director, Client Communications Planning James Loveluck, Manager, Investment and Activation Germaine Ooi, Manager, Client Communications Planning Lisa Fahey, Group Director Investment and Activation Alvin Cheang, Digital Manager, Investment and Activation
