Real estate firm Raine & Horne has joined the ranks of global brands such as Coca-Cola and Toys ‘R’ Us by utilising generative AI for their latest international brand campaign.
‘Part of the Landscape’ campaign, created by Raine & Horne’s internal marketing team, leverages the power of generative AI to the weave brand’s Ampersand into diverse landscapes in Australia, Malaysia, New Zealand, UAE, or Fiji.
The campaign aims to capture the essence of each region, attracting both local and international interest.
The AI-powered campaign captures the snow-capped mountains, volcanoes, ancient glaciers and fjords of New Zealand.
In the UAE the campaign showcases the emirate’s sandy deserts and skyscrapers, while in Malaysia and Fiji the campaign reflects the tropical rainforests and islands those regions are known for.
According to Raine & Horne, the campaign has already reached almost 10 million individuals, triple the anticipated online exposure, across the South Pacific region through social media, outdoor advertising, and local print.
Adobe Inc’s AI image generator, Adobe Firefly, along with prompting tactics, local landmarks and landscapes where Raine & Horne’s 350+ offices are located has become the centrepiece for the Ampersand logomark.
Offices and agents in the network have been quick to adopt the campaign, resulting in more than 35,000 landing page views and contributing to a significant 11% uptick in appraisal quantity in December 2024 compared to a year prior.
The launch of this campaign internationally coincides with the final phase of the super brand’s refresh, unveiled last year.
The brand refresh and accompanying international brand campaign were brought to life by the internal marketing team led by head of marketing Michael Carroll and head of communications and creative director Shaun Mathieson.
Raine & Horne executive chairman Angus Raine said each campaign execution offers a unique interpretation, "ensuring engagement and resonance with audiences across our core international markets."
"The visually striking advertisements can even be adapted to local landmarks and seasonal changes," he said.
Mr Raine said the timing of the ‘Part of the Landscape’ campaign couldn’t be better.
"With the rebranding of our offices in Australia, New Zealand, UAE, Fiji, Malaysia, and India now in its final stages, we are thrilled to push the boundaries of traditional marketing and engage consumers in a fresh and dynamic way," he said.
Major brands such as Coca-Cola, Toys ‘R’ Us, and now Raine & Horne have adopted generative AI in their advertising strategies.
Carroll said with other major global brands embracing generative AI, highlights the growing relevance of this technology in creating impactful marketing campaigns.
"With many real estate markets where we operate experiencing growth and robust activity, now is the perfect time for the Raine & Horne brand to seize these opportunities," he said.
"Our innovative approach and strong marketing tactics position us to thrive in a range of dynamic international market environments."
Carroll said there is an appetite for real estate innovation in the UAE, Fiji, Malaysia, Australia, and New Zealand.
"Property owners, whether in Kuala Lumpur, Malaysia, Adelaide, Australia or Wellington, New Zealand, deserve the very best experience when buying, selling, or leasing property," he said.
"Our in-depth expertise and industry-leading technology ensure that our clients receive exceptional service, leaving no stone unturned to achieve the best result."
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