realestate.com.au launches its latest consumer marketing campaign via BWM Dentsu Australia
realestate.com.au has launched a new consumer marketing campaign via BWM Denstu which reinforces the brand’s market leadership by appealing to buyers, sellers and renters with the message, “If you’re not on realestate.com.au, you’re not in the market”.
The campaign launches with multiple content pieces as well as out of home media, print, radio, digital and social executions. It is the brand’s biggest campaign launch since August 2014 and will air nationally over a five month period.
The campaign’s broadcast content features well-known actors Lucy Bell and Sybilla Budd (voiceover) and represents real life situations in Australia where property is much more than a nest egg and a home – it’s also our favourite topic of conversation.
With more than twice the visits of any other property site1 and 94% of properties for sale online2,
realestate.com.au is in the best position to keep property lovers informed through its digital tools, property listings, market analysis and in-depth knowledge including recent innovations:
- Claim My Property – lets you “claim” your own property and stay up to date with information about the local market, such as recent sales of similar properties and updates to estimated value.
- Agent Search – helps you find local agents who have sold properties just like your own
- Discover – suggests areas within your budget and with attributes similar to your ideal suburb
- Price Lookup – lets you search price estimates for any property in Australia, even if it’s not on the market
- 1Form online rental application tool – makes it easier and faster to apply for multiple properties with a single form.
Says Libby Minogue, executive general manager of media and marketing: “This campaign focuses on the property conversations people are having all over Australia every day. We know that almost 60% of buyers are worried they will never be able to afford the property they would love3, and we want to help them achieve their property dreams.
“Renting, buying and selling property is up there with some of the biggest decisions we make in our lives. We want people to feel in control of their property journey – whether you are buying, selling or renting – and we want people to know that realestate.com.au is not only the strongest platform to buy, sell or rent, but also has valuable tools and information to help you on their way.
“More Australians use realestate.com.au than any other property site4 and our campaign reassures people that when you’re on realestate.com.au, you’re the expert in the room.”
Says Mark Watkin, managing director of BWM Dentsu: “The strength of realestate.com.au as the market leader, is that it’s the only property resource that people need – no matter where you are on your property journey. This campaign plays on those relatable everyday moments of realisation, when it suddenly dawns on you that you’ve missed out on something so obvious. In this case it’s people realising they should have been on realestate.com.au.”
realestate.com.au:
Elizabeth Minogue, Executive General Manager, Media & Marketing
Amanda Chase, Executive Manager – Brand & Marketing
Ben Lemon, Senior Manager- Brand & Product Marketing
Georgie Leslie, Consumer & Brand Marketing Manager
Lisa Alexandrakis, Digital Marketing Manager
Creative: BWM Dentsu
Rob Belgiovane, Group Chief Creative Officer
Brent Liebenberg, Creative Director
Phil Van Bruchem, Associate Creative Director
Rob Belgiovane, Writer
John Skaro, Writer
Tom Opie, Creative
Chris Plummer, Creative
Mark Watkin, Managing Director
Natalia Shore, Group Account Director
Melanie Sakkeus, Account Director
Stephanie Bond, Account Manager
Megan Hales, Executive Planning Director
Luisa Peters, Senior Onscreen Producer
Production:
Director, Alyssa McClelland, Finch
Producer, Kate Merrin, Finch
Casting, Nick Hamon Casting / Kirsty McGregor
DOP, Katie Milwright
Sound, Phil Kenihan, Front of House
Editorial, Jo Scott, The Butchery
Online, The Refinery
Still Photographer, Cory White, The Kitchen
MediaCom:
Amanda Hurst, Group Business Director, Client Communications Planning
James Loveluck, Manager, Investment and Activation
Germaine Ooi, Manager, Client Communications Planning
Lisa Fahey, Group Director Investment and Activation
Alvin Cheang, Digital Manager, Investment and Activation
19 Comments
Wow, that is amazingly bad.
Simple. And great performances.
So is it the fact that there’s twice as many visits or that it’s an encompassing website?
This is the type of ad BWM are renowned for… Ideas that get Australians ignoring
Forgive me for undermining the very premise of this campaign, but if realestate.com.au has 94% of properties on-line and the couple depicted unable to find a place to rent or buy, where are they looking – Pravda?
Logic fail.
Simple and great performances.
Love an awkward silence.
@mrlogic I think this is a simple battle of the duopoly that plays out in the Aussie property marketplace. In other words realestate.com.au (News Corp) in the red corner and Domain (Fairfax) in the green corner. You’re generally on one or the other, sometimes both. So it’s a clear leadership claim by realestate.com and News Corp.
Weak strategy. Weak idea. Logic fail. Not believable. I could go on.
This had 6 creatives on it!!!
woeful
I like the simplicity and laughed.,For once it’s something that’s just a play on real life scenarios. At least the awkward silence type moment is relatable and has happened to most of us mere mortals. At lot of advertising fails on simply not being relatable. Tick from me.
I think we found the client
Not great in ever aspect – cringeworthy,
How the mighty fall. From Arnie to this crap. Surely there must be a creative at BWM that can write better scripts than this?
How the mighty fall. From Arnie to this crap. Surely there must be a creative at BWM that can write better scripts than this?
Genuinely appalling spots.
Rock solid shameful rubbish.
Wow.
Why would you pr something like this?
Is that you, Murray?
The key issue for me in this whole campaign is it doesn’t speak to buyers/renters at all, just sellers/landlords/agents. If there are twice as many people looking on the site doesn’t that mean there are twice as many people competing against me at auction/inspection?
A bit arrogant?