REA Group has taken a new emotional approach with the launch of its latest brand campaign that celebrates the moment when Australians find their ‘place’.
Created with creative shop BWM Dentsu, production house Finch and media agency Mindshare, the campaign is a migration away from REA’s 2016 marketing approach.
The new ads introduces the tagline “This is the place”, which replaces “If you’re not on realestate.com.au, you’re not in the market”. There are three separate ads that appeal to the buying and selling property journey, as well as the brand ad.
The main TV commercial shows a couple scrolling through the REA app looking for a house to buy, a young couple moving into an apartment, a mother raising her children and a man renovating his house.
Realestate.com.au CMO Kieren Cooney says the phrase "This is the place" is one often uttered when you've found the perfect home.
“Our brand needs to work on multiple levels - resonating with the emotion of buying and selling property, while also being able to be very direct and clear about the rational aspects," Cooney says.
“When you’re selling your home you want the most amount of people to see it; when looking for a place to live you want to make sure you haven’t missed any places. And the facts are realestate.com.au is by far and away the best positioned to help people with this."
Cooney joined REA in March this year as the property publisher's first CMO.
The 2016 campaign
BWM Dentsu MD Belinda Murray adds: “We value our long-standing relationship with REA Group and what we have created together with 'this is the place’.
“The platform came out of a very Australian desire for a sense of place – achieving that wonderful moment of discovery when you find your ‘place’ on realestate.com.au.”
Last month REA rival Domain launched its multichannel spring campaign which focuses heavily on its app and also chimes into the emotional highs and lows of the property cycle.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.