hockingstuart injects humour into real estate marketing with new brand makeover via Sense
Victorian real estate agency hockingstuart has recently launched a brand refresh campaign designed to inject a sense of humour into real estate marketing via Melbourne creative agency Sense.
The campaign is aligned with consumer research commissioned by hockingstuart earlier this year that revealed buying and selling real estate has a high emotional involvement, and that consumers find the real estate market confusing and have trouble differentiating among brands.
hockingstuart’s makeover includes a series of quirky print, online and radio advertisements built around the tagline ‘Real Estate is Our World’.
The campaign includes print ads that poke fun at typical real estate copywriting, such as one featuring a kennel belonging to Edward the dog described as an ‘Edwardian bungalow’, and another showing a sandcastle marketed as ‘100% beachfront property’.
The campaign has already been introduced through a revamped website and logo, new property boards, property brochures and redTV, hockingstuart’s YouTube channel. print, online and radio advertisements will commence from today, with social media and PR activity to follow later this year.
Says Nigel O’Neil, hockingstuart managing director and CEO: “We take real estate seriously but that doesn’t mean taking ourselves too seriously.
“We’re moving away from conservative real estate marketing with a fun approach that enables customers to relate to our people and what we stand for. Real estate is our 
world. We wanted to remind our customers we’re different from our competitors but leave the clear impression we’re serious experts in our field.”
Client: hockingstuart
Creative: Sense
Digital strategy: Sense
Public Relations: Keep Left
6 Comments
HILARIOUS!
Amazing consumer research! That was worthwhile…
And this campaign aligns with that?
Wonders will never cease.
The headline lies.
What’s the purpose of this? All it says to me is that Hocking Stuart are masters at bullshitting in their property descriptions. Awesome. No doubt they lie about the price range too. The line is also very ANZ guys.
Refreshing for this often boring industry.
Erm its different that’s the point, hockingstuart are very proffesional maybe you should attend an auction or open for inspection and see for yourself! If you can’t see the humour in that than the issue lies with you, grow up.