UK real estate company Purplebricks is set to shake up the traditional model of the Aussie real estate agency, teaming up with PR agency Zing, advertising agency VCCP and media agency PHD to launch a fresh new brand down under later this year.
Purplebricks, a new hybrid real estate agency, will combine the expertise of local real estate experts and technology to offer sellers a new way to sell their home at a highly competitive flat fee.
VCCP will lead the strategic and creative development of the brand and communications campaign in Australia and PR agency Zing will lead communications for the company’s launch. Both agencies will be working in collaboration with PHD who will be responsible for delivering all media planning and buying for the brand.
The launch campaign will focus on educating the Australian market about the Purplebricks hybrid proposition – and will be supported with spend across TV and radio, social, PR, activations and influencer engagement.
Zing partner and head of PR, Anna MacIntosh, said, “With property such a driving obsession amongst Australians, we’re excited to be a part of a new era in real estate and we look forward to driving the debate about a new and fairer way of selling a home.”
David Kennedy-Cosgrove, managing partner, VCCP Sydney, added, “As a challenger agency for challenger brands, we’re ecstatic to be partnering with Australia’s newest real-estate brand.
“We can’t wait to help them lead a cultural change in the way Australians buy and sell property.”
Speaking about the recent agency appointments, Ryan Dinsdale, CEO Purplebricks Australia said, “Zing, VCCP and PHD all displayed a solid understanding of our business objectives and marketing challenges as we launch in Australia.
“We were highly impressed by the quality of their creative and strategic thinking, and believe they will be instrumental in communicating our new model to Australian homeowners.”