Real estate website realestate.com.au has launched its first fully integrated brand partnership to amplify Jeep Australia’s new ‘Grand Land’ campaign.
Developed by Cummins & Partners Melbourne, the Grand Land campaign invites users to test drive a Jeep Grand Cherokee for the chance to win a plot of land to the value of up to $100,000, anywhere in Australia.
Realestate.com.au has created a custom live property listing API for the campaign to help people explore Australia’s grand land via an intera ctive map at grandland.jeep.com.au which shows selected land for sale for under $100,000 in each state, arranged by popular categories – coast, country, mountain, forest and outback.
At the same time, people searching realestate.com.au for land in the ‘Grand Land’ price range will receive targeted advertising. During the campaign period, the Grand Land promotion will feature in realestate.com.au content and social media channels, high-impact ad units and, in a realestate.com.au first, a Jeep-inspired artist impression on the home page.
Commenting on the integrated campaign, Libby Minogue, executive general manager of media at REA Group Ltd, parent company of realestate.com.au, said: “We are incredibly excited to partner with Jeep Australia for the Grand Land campaign. From the minute Maxus first approached us, we could see this campaign would be a fantastic opportunity to partner with Jeep and deliver unique value through the combination of our unique audience of 3.6 million a month one, our national property listings, and our in-depth understanding of the property journey.
“Our newly formed brand partnerships team, led by Aimee Rydberg, is now driving true integrated partnerships that live beyond the platform. We are creating content and supporting brands using the richness of our audience and our deep property expertise. It’s a real growth opportunity for our business and will enable us to deliver more creative, innovative brand content solutions than ever before,” she added.
Zac Loo, director of marketing and product strategy at Jeep Australia, commented: “We are thrilled to partner with realestate.com.au to activate the biggest campaign for Jeep in 2016.
“Developed by the creative geniuses at Cummins & Partners, the Jeep Grand Land campaign is a first for Australia and we couldn’t have done it without the support from realestate.com.au.
“The Jeep Grand Cherokee is the best off-road SUV in the market, and this competition challenges our customers to get the most out of their vehicles and explore this grand land of ours.”
Maxus head of innovation and partnerships, Shivani Maharaj, said: “REA was the perfect fit for the campaign given its real estate offering. What’s more REA didn’t think about this as a media buy, it was a true partnership.”
The campaign has come to life by linking realestate.com.au’s application programming interface (API), enabling a feed of purchasable land right across Australia to the Jeep website.
Maharaj said: “The Jeep Grand Land Giveaway wouldn’t have been possible without REA. This campaign is a bespoke, uniquely created opportunity based on the nuances of how REA works.”