launches new campaign developed by Taylor and Grace and The Royals

replacement 5.jpgIndustry-owned property portal is today launching a major advertising, digital, PR and guerilla marketing campaign to highlight the time saving features of its free mobile applications, which allow house hunters to keep on top of the property market while on the move.

Targeting first and next home buyers, the campaign is designed to highlight how the app can turn one of life's most stressful experiences into a more convenient and effortless process, leaving them with more time to make the most of their weekend. The campaign creative, "turn view time into you time", shows a split screen displaying a house hunter in the process of property searching on the top, and their bottom half enjoying a more leisurely activity such as scuba diving, dancing or playing with the kids in a park
relesate 2.jpgThe campaign strategy was developed by Melbourne-based The Royals, with the creative concept delivered by marketing and branding consultants Taylor and Grace, media placement by Mitchells and eMitch, and public relations support by Melbourne-based agency Keep Left.

A consumer survey commissioned by
realestateVIEW.comau in November 2011 revealed property searching is rated as one of life's most stressful experiences, yet house hunters still use manual spreadsheets and even a pen and paper to organise the process.

Says Teresa Sperti, head of marketing & product at "Our campaign is born from this consumer insight, mobile trends and the distinct features of our app. With 40% of property seekers now using mobile as a primary or secondary device to search for homes, it's become even more critical to deliver the technology for people to research properties and make informed decisions on the fly, regardless if they're using a mobile or tablet device."

Breaking this week, the digital advertising component will focus on mobile advertising, paid search, Facebook advertising, as well as online sponsorship of the 2012 AFL NAB Cup site and NRL home page takeover during the first round of 2012.

From this Friday (17 Feb), mobile billboards on Smart Cars and Vespas and street teams in orange lycra morph suits will also be in action around Sydney and Melbourne, targeting consumers in their "you time".

Public relations activity includes radio promotions, a v-log/blog competition and lifestyle media outreach.

The app, which combines up-to-date sales, auction results and median prices[1] <#_ftn1> , with the ability to search for properties, has already achieved more than 30,000 downloads since its release in November 2011. Available on the iPhone  Android and iPad, the new apps provide house hunters with the most current and reliable information available.

Sperti added: "Our apps allow users to search, plan and research properties on the move, leaving them with more time for themselves. Taylor and Grace, eMitch, Royals and Keep Left all took on the brief with enthusiasm, and have worked together collaboratively to bring the campaign to life."

Creative: Taylor and Grace

Digital strategy: The Royals

Offline media buying: Mitchells

Online media buying: eMitch

Public Relations: Keep Left 


um said:

is this a joke?

Con the cept said:

This concept is flawed at its foundation - unless you are prepared to buy a house after only seeing it via this app, then you still have to go and see the thing, which chews up your weekend regardless. So how exactly does this save me so much more time?

coll said:

seriously? its pretty shit.

Wow said:

So, so wrong. The strategy is just plain bad.

Fandango said:

Pretty good concept actually, all the comments above are typically spineless cynicism without reason.

Stephen O'Farrell said:

I think you're all missing the point. This is awesome.

Smoke and mirrors said:

No I think you are missing the point. It's pretty much just an "appified" version of the existing website.

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