MediaCom And realestate.com.au Get First Time Renters Into The Property Cycle

MediaCom And realestate.com.au Get First Time Renters Into The Property Cycle
SHARE
THIS



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.

3

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.

Credits:
realestate.com.au
Amanda Chase – Executive Manager, Marketing and Brand
Ben Lemon – Senior Manager, Brand & Product Marketing
Lisa Girardello – Consumer Marketing Manager
Rachael Doherty – Social Media Manager

MediaCom
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
Production Company – Airbag
Director – Sarah-Jane Woulahan
Producer – Jane Liscombe Poppy Jones
DOP – Katie Milwright
Editor – Florence Mathilde Holmes

Please login with linkedin to comment

agency Australian Launch

Latest News

Michael Speakman Joins Esports Organisation ORDER As Head Of Commercial
  • Marketing
  • Technology

Michael Speakman Joins Esports Organisation ORDER As Head Of Commercial

Esports organisation ORDER has announced the appointment of  Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]

Hivestack Expands US Footprint With Clear Channel Outdoor Partnership
  • Media

Hivestack Expands US Footprint With Clear Channel Outdoor Partnership

Hivestack, the leading global programmatic digital out of home (DOOH) ad tech company today announced a partnership with Clear Channel Outdoor Americas (CCOA), the US based business of Clear Channel Outdoor Holdings: one of the world’s largest outdoor advertising companies. Through this new partnership, CCOA will offer advertisers a way to buy DOOH inventory programmatically […]

Samsung Announces Finalists For UNDSCVRD Tiktok Docu-Series
  • Campaigns
  • Technology

Samsung Announces Finalists For UNDSCVRD Tiktok Docu-Series

Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]

Indie Agency Kaimera Expands With New Hires
  • Marketing

Indie Agency Kaimera Expands With New Hires

Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]

Nine’s Love Island Australia Gets Premiere Date
  • Media

Nine’s Love Island Australia Gets Premiere Date

The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]

Yotpo Expands Down Under With  Multi-Year Shopify Partnership
  • Marketing

Yotpo Expands Down Under With Multi-Year Shopify Partnership

Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care,  e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]

New ideas and imagination Creativity and inspiration Technological innovation. Hand holding brain digital network and abstract science light bulb inside on networking connection on sky background.
  • Technology

Progress Unveils Sitefinity DX 14.0 Platform

Progress has today announced the availability of Progress Sitefinity DX 14.0. This agile, flexible and extensible platform allows organisations to create an ideal digital experience platform (DXP) tailored to their unique needs and objectives with new capabilities for low-code integration and chat-driven engagement, as well as enhanced headless content delivery. The digital world is transforming […]