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

Bangkok Thailand - August 31 2017 Facebook App on iPhone with computer laptop background closeup male hand hold social network on smart device concept.
  • Media
  • Opinion

Young Australians Will Abandon Facebook If It Doesn’t Do More To Combat Hate Speech

In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]

Opinion

by B&T Magazine

B&T Magazine
Baskin-Robbins Australia Awarded For Stranger Things Campaign
  • Media

Baskin-Robbins Australia Awarded For Stranger Things Campaign

A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.

TikTok Turns On Trump (Again)
  • Media

TikTok Turns On Trump (Again)

TikTok has turned on Trump once again. As yet, no one brave enough to speculate it's the work of the Chinese government.

SAN FRANCISCO, CA JULY 1, 2018: Entrance to Adobe San Francisco office location in historic Baker and Hamilton warehouse
  • Media

Convert Digital Awarded Adobe’s Magento Gold Status

Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent
  • Campaigns

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent

Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts.  With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]

UNICEF Set To Launch ClickforCovid Relief Gaming Stream
  • Advertising

UNICEF Set To Launch ClickforCovid Relief Gaming Stream

In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]

Silverbullet Achieves Adobe Audience Manager Specialisation
  • Media

Silverbullet Achieves Adobe Audience Manager Specialisation

Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]

Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Technology

General Mills Partners With Zyper To Build Virtual Superfan Communities

Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]

Facebook Pledges $500,000 To Group Admins Across Australia
  • Technology

Facebook Pledges $500,000 To Group Admins Across Australia

Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]