Perth agency Meerkats creates new campaign for REIWA to help launch the all-new reiwa.com

The launch of the new reiwa.com marks a significant phase in the history of REIWA, and the real estate industry in WA. The new site comes with numerous improvements to rival national competitor portals. The goal is for reiwa.com to become the number one online destination for WA real estate.

To launch the site, Perth agency Meerkats has created an integrated campaign, featuring a new 30 sec. television spot.

WATCH THE SPOT

The line Be WA Street Smart was born out of the requirement to differentiate the REIWA offering from the major competitors and also to give West Aussies a sense of empowerment that they are visiting the site that deeply understands the WA market.

The campaign hones in on the insight that when anyone is in the market for a home, everyone seems to chime in with their opinion on what and where people should buy. These people became known during campaign development as Opinionators – and so our campaign was born.

The 30 second launch TVC dramatises this opinion bombardment, with the solution being to get the facts from the new reiwa.com. The 30 second launch TVC is backed up by 15 second spots where an individual Opinionator is delivering his or her opinion in a way that makes the viewer feel slightly awkward, with the only solution to go to the new reiwa.com for the facts.

This launch TVC campaign coincides with a strong digital presence comprising targeted traditional and special build banners delivering viewers directly to the new site. The more traditional avenues of outdoor and radio were also used to drive brand awareness.

Client: Lisa Ravlich and Stephanie Doeltsch

Producer: Vivienne Jaspers