Australia’s property obsession has continued into 2022 with 12.6 million Australian’s visiting realestate.com.au each month on their search for their next property to call home.
You’d be hard-pressed to find someone who hasn’t explored wildly out-of-reach homes on a casual scroll of realeaste.com.au.
But, now the latest realeaste.com.au campaign explores the range of houses Australian’s actually spend their lives surrounded by.
From renting a terrace with housemates to renovating the ‘worst house on the best street’ and upgrading to ‘that special house to house your fleet’, the creative explores the narrative that there is one house for you and that’s home.
Launching nationally on Saturday evening during the broadcast of the Australian Open Finals, the music of Australian duo Angus and Julia Stone complimented the vision of the subtle ways people interact with their homes.
The campaign makes use of diverse property drone photography captured in Sydney, Melbourne and Brisbane and will be used in localised outdoor placements and in digital display.
General manager, consumer marketing, Sarah Myers (Pictured above), commented, “There’s no doubt Australians love property.”
“Realestate.com.au is now Australia’s seventh-largest online brand, with Australians using our platforms as part of their everyday lives.”
“Of the 12.6 million people who visit realestate.com.au on average each month, 6.7 million are exclusive to our site.”
“Whether a person is buying, selling or just dreaming about homeownership, we know and understand our audiences.”
She added, “We leverage our behavioural data and market trends to form the foundation of our brand positioning and communication strategy.”
The creative was brought to life by the team at Brand+Story with Thinkerbell delivering creative strategy.
The multichannel campaign will feature prominently across news and entertainment content on Channel 7, 9 10 and BVOD and will be complemented with online video, social, outdoor, digital display and audio.
