REA Group has turned to a David Attenborough style spoof for a new social marketing campaign entitled ‘Life at Home’, looking at the strange habits of children living with parents.
The three video segments are a first for the group, as it looks to encourage youngsters to leave home and set up in a property of their own.
Insights from some of its own research, showing only 30% of prospective renters are male, and only 17% of all those looking for rentals are under 25, have been used to create the quirky spots, narrated by a slightly creepy David Attenborough impersonator.
The videos, posted through social media and on the group’s blog, explore three of the most common types of stay-at-homers:
– The Mumma’s Boyous Dependus – a young male who hasn’t learnt how to separate himself from his mother.
– The Video Gameth Addictuth – a young male whose addiction to video games has made it difficult to procure a ‘mate’
– And The Footwearus Collectum – a young female whose obsession with footwear has made it difficult to afford to leave home
Natalie Feehan, group manager, marketing strategy at REA Group, said: “We wanted to reach this group in a fun and unique way to help them to understand the benefits and ease of moving out of home and the tools available to help their search on realestate.com.au.
“We’re hopeful this video, distributed through our social media channels, will reach the target audience and encourage a few of them to leave the nest.
“Following the recent launch of our new blog we are looking to continue to develop different content for our site and hope this video series will be the first of many.”