Most property advertising, whether from a bank, agent or search platform, makes the process of finding a property seem easy. It’s not. The new creative by 72andSunny and realestate.com.au is refreshingly honest – and that helps realestate.com.au to gain trust.
The creative platform, Keep Moving, presents an empathetic story of the ups and downs of finding a new home – with a fun metaphor to show how realestate.com.au can help buyers, sellers and renters navigate their way.
The campaign aims to encourage and motivate buyers, sellers and renters to Keep Moving towards their next home, with Australia’s number one address in property [Ipsos].
The centrepiece campaign is a film directed by Finch director, Nick Ball, which launched during coverage of the Paris Olympics on Saturday July 27.
The full campaign will roll out across TV, BVOD, YouTube, OOH, cinema, radio, digital display, digital audio and social via independent media agency, Kaimera.
Sarah Myers, general manager audience & marketing at REA Group, commented, “As a leading 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.
“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.”
Laura Popa, head of brand, 72andSunny, added, “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.”
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.
