Muval, an online booking platform for removalists, has stepped up its marketing efforts for a nation on the move with its first-ever broadcast and digital campaign.
The campaign features a series of five videos that make light of common bugbears when it comes to moving home including dodgy removalists and well-meaning friends, according to Muval CEO James Morrell.
“Australia is experiencing record migration within the country as a result of the pandemic,” he said.
“More people are relocating for employment, family, and lifestyle now that working from home is a long-term reality. With the increase in migration, comes more people experiencing the all-too-relatable stressful moving moments.”
“The campaign was inspired by the many stories we hear from customers who are happy not to relive moving horror stories of their past thanks to our many heavily vetted removalists.
“Part of our motivation for continuing to grow the company is knowing we’re making a significant impact in people’s lives by helping to remove stress, uncertainty, and ultimately making the moving process easy,” Morrell said.
A series of five advertisements were commissioned by Muval through Brisbane based agencies Black Wattle Studio and Hype Republic. Wavemaker Brisbane has been engaged to manage the media buy.
“Working with Muval was a great experience. Everyone dreads the moving experience (including myself), so naturally it was enjoyable to highlight these pain points in fun ways and really capture audience attention,” said Josh Weier, owner of Black Wattle Studio.
“We were able to create five high-production value commercials in just three days of filming thanks to Allan Hardy and the team at Hype Republic. In my experience, few production companies can match Hype Republic in production value whilst being cost-effective.”
The campaign will roll out through Digital TV, social media, and programmatic display with broadcast on the cards for the ‘moving season’ in the second half of 2021 when traditionally most Australians relocate.
Recent Muval data, which has proven to be an early indicator of Australian Bureau of Statistics migration numbers, shows a move back to Melbourne following a mass exodus during the 2020 long lockdown.
The Victorian capital is now equal to Brisbane, receiving twenty-two per cent of all inbound moving inquiries compared to other capital cities. Meanwhile, Sydney is experiencing a fourty-one per cent negative net migration on average over the year ending 31 January 2021.
Brisbane remains one of the most popular cities to relocate to with fifty-one per cent more people looking to move to the city than move out – only beaten by Perth (+ eighty-seven per cent) and Tasmania (+ three hundred and three per cent).
Behind Brisbane is Adelaide (+thirty-one per cent more people moving to the city than out) and Darwin (twenty-nine per cent).
“The relocation of the nation is set to continue into 2021 and it’s our hope this new campaign will prompt movers to search for a stress-free experience,” concluded Morrell.
Please login with linkedin to comment
Today, Integral Ad Science (IAS), a global leader in digital ad verification, released its Media Quality Report (MQR) for H2 2020, providing transparency into the performance and quality of Australian digital media, alongside global comparisons. Integral Ad Science’s H2 2020 MQR highlights brand safety, ad fraud, and viewability trends across display, video, mobile web, and […]
Quintis Sandalwood has appointed Illuminate as its global PR partner following a competitive pitch process. Proudly Australian, Quintis produces and markets Indian Sandalwood oil, logs, chips and powder products across the world to major companies in industries such as fragrance, aromatherapy, cosmetics, handicrafts and Traditional Chinese Medicine industries. Illuminate will be responsible for a global communications […]
Hopefully the weekend has given everyone enough time to recover from B&T’s 30 Under 30 awards and prepare themselves for our official photo dump! We shared some of the highlights last week, and now you can peruse all of the pictures taken on the night. Thank you to everyone for attending this year’s awards, and […]
Kinderling Kids Radio (Kinderling) has announced the completion of its move from DAB+, where it launched six years ago, to a direct-to-consumer streaming model, accessible online or through the Kinderling Kids iOS and Android app. The Parent Brand, the parent company of Kinderling Kids and Babyology, made the decision to shift as streaming and on-demand […]
Most people over 60 stay on top of their health with regular check-ups. Whether it’s eyes, prostate or breasts, they realise at their age it’s important. But one that gets ignored is hearing. They’d rather live with gradual hearing loss, and continually ask what, huh, pardon or sorry until it seriously impacts their life and […]
Creative communications agency Connecting Plots has been appointed by Casella Family Brands to handle the social media accounts for [yellow tail] wine in Australia. The win follows an audit of the Casella Family Brands social activities, which led to [yellow tail] rethinking its approach to social media and how it aligns with its overall marketing […]
v2food, has appointed HERO’s B.B.E as the lead strategic and creative agency for the brand following a competitive pitch process. v2food is an Australian pioneering food technology business with a global vision to feed the planet sustainably. After launching nationally in 2019, v2food has been on a mission to offer Australians an easy alternative to meat […]
Magnite (Nasdaq: MGNI), the largest independent sell-side advertising platform, today announced it has been working with Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle, to scale first party identifiers in privacy-safe ways. With the pending elimination of third-party cookies, the industry must establish future-proof identity solutions for publishers and buyers.
The Commercial Producers Council is delighted to announce the appointment of Martin Box (pictured) as its new Co-Chair, effective immediately. Box, Head of Production at Airbag, joins Co-Chair Pip Smart, and fills the vacancy left by Lucas Jenner who steps aside from the Co-Chair role after four years of service, in accordance with the CPC’s […]