reiwa.com launches new through-the-line campaign ‘One Click’ via Meerkats, Perth
reiwa.com has launched a new through-the-line campaign called ‘One Click’ by Meerkats.
The campaign aims to get the public to stop and think about just how important it is to click on the right property search website in that initial search moment.
Brand planner Hayley Read said the campaign aimed to break the apathy for competitor brands and disrupt searching habits.
Says Read: “We found ourselves wondering why people in the market wouldn’t automatically go to the most comprehensive and trusted local knowledge source – reiwa.com. The reality is, people don’t try you because you show up and do the same thing. Brands need to show up with the same plus better – in other words a really compelling reason to switch particularly with a low-interest behaviour.”
Meerkats deputy CD Paul Coghlan said the creative challenge was to emphasise that initial search moment, and dramatise how important it is to get on the right track from the beginning.
Says Coghlan: “The task was also to put reiwa.com on a level playing field with its competitors but then go one more and demonstrate that they offer far more than just property listings. Hence the birth of our new ‘Beyond a property listing website’ positioning line.”
TV and radio focus heavily in on the disruptive emotional space. The ‘One click’ TV hones right in on the one moment of going to search and gets people to really think about that big decision they’re making.
A comprehensive ‘Blue pins’ outdoor campaign throughout Perth treats each Adshel and billboard as if it were a property, using the actual knowledge and information from reiwa.com to identify interesting details of what was in direct vicinity to each outdoor site – from cafes and growth stats to how many sewerage lines are on that street.
REIWA executive manager Lisa Ravlich said it was bold campaign.
Says Ravlich: “Taking on competitor sites is a big challenge, however we believe if we can disrupt the behaviour around searching, and arm the public with the right information they’ll be better placed to make the right decision.”
Lisa Ravlich – Executive Manager, REIWA
Stephanie Collinson – Executive Manager Marketing and Events, REIWA
Suzanne Beecroft – Brand Leader, Meerkats
Rebecca Lawrance – Brand Manager, Meerkats
Hayley Read – Brand Planner, Meerkats
Dan Bradley – Creative Director, Meerkats
Paul Coghlan – Deputy Creative Director, Meerkats
Matt Nankivell – Art Director, Meerkats
Nicole Beer – Producer, Meerkats
Rob Forsyth – Director, The Penguin Empire
Kelvin Munro – Producer, The Penguin Empire
David McDonnell – Last Pixel
Brad Habib – Sound Engineer, Soundbyte
1 Comment
Did it really require all that over-blown rhetoric to describe somthing so boring?