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.
