First time renters are being encouraged to ‘Beg, Blag, Borrow’ in a new campaign from realestate.com.au and MediaCom.
The rental site has paired up with MediaCom’s specialist division, MediaCom Beyond Advertising to create the property site’s content production for first timers to the rental market.
With a built-in social and digital strategy at its heart, the campaign targets 18 – 25 year olds who are in the process of moving out of their family home for the very first time.
realestate.com.au’s ‘Beg, Blag Borrow’ is the story of young Australians experiencing the challenges that come with real freedom; they’ve found the house and the housemates but they have very little else.
Having identified that moving out and setting up your first home is a rite-of-passage, realestate.com.au set a challenge to a brand new share house of four young Aussie residents. With the help of their friends, their new community and each other, they have just eight hours to get their home ready for a surprise party.
They can only ‘Beg, Blag or Borrow’ what they need and rely on their wits, charm and enthusiasm. If they can do it, realestate.com.au will reward them with a live performance from Falls headline Act and ARIA award winners ART Vs. Science.
“This meant that together we could create a content strategy, production and distribution plan that truly engaged the first time renter audience where and when they are in the moment looking for inspiration, information and involvement with the brand that can answer all their renting and sharing needs,” MediaCom ECD & head of MBA Gemma Hunter said.
realestate.com.au senior manager, brand & product marketing Ben Lemon added, “We wanted to create a piece of content, which connects with an audience moving into a house for the first time.
“We know that for this audience their relationship with property is not price, mortgages or renovation. Instead it is freedom, independence and fun. Of course the downside is that when you move into your first house you typically have nothing.”
Launching today, the campaign can be viewed on YouTube, Real Estate Australia’s Facebook, Instagram and Vine.
Amanda Chase – Executive Manager, Marketing and Brand
Ben Lemon – Senior Manager, Brand & Product Marketing
Lisa Girardello – Consumer Marketing Manager
Rachael Doherty – Social Media Manager
Executive Creative Director – Gemma Hunter
Content Director – Mathew Anastasi
Content Manager/Photography – Andrew Raymond
Content Executive – Ayesha Kiely
Assistants – Matias Salinas & Thomas Russell
Account Manager – Germaine Ooi
Group Business Director – Amanda Hurst
Media Executive – James Lovelock
Digital Manager – Alvin Cheang
Production Company – Airbag
Director – Sarah-Jane Woulahan
Producer – Jane Liscombe Poppy Jones
DOP – Katie Milwright
Editor – Florence Mathilde Holmes