realestate.com.au launches ‘Sale Scents’ content campaign via BWM Dentsu, Melbourne starring celebrity MasterChef Gary Mehigan
realestate.com.au, via agency BWM Dentsu, Melbourne, continues to invest in digital entertainment, with today’s release of ‘Sale Scents’ starring popular celebrity MasterChef Gary Mehigan.
Inspired by existing research that says using aromatic citrus scents could help your house sell for more, realestate.com.au teamed up with Mehigan and aroma specialist Dr Megan Thornton to put it to the test in a fun two-minute film.
In the piece, Mehigan and Thornton test six scents with 44 people inspecting the property in ‘scent groups’. The individuals in each group are then asked what they thought the home is worth, with the citrus scented home ultimately receiving the highest valuation.
Says Mehigan: “I must admit I was also with most Australians in thinking that baked bread was the best smell to have wafting through your home. Not so! Citrus scents are the most appealing at an open for inspection. So while I reckon my brownies and bread pass the taste test, it’s lemons, limes and oranges that will make noses sing.”
Says Elizabeth Minogue, Executive General Manager of Media & Marketing at realestate.com.au: “While many of realestate.com.au’s 5.9 million unique audience1 visit us to find and sell property, there’s a significant portion who come for news, insights and entertainment, which is why we created Sale Scents. Gary Mehigan is one of Australia’s best loved chefs. He encompasses the emotional connection we place between home and food, which we know will resonate with our audience.”
Adds Simon Bagnasco, Executive Creative Director at BWM Dentsu, Melbourne: “There is a prevailing theory in the community that if you bake bread or brew coffee you can sell your house for more. We decided to put that theory to the test with Gary and Megan in a creative and engaging way for realestate.com.au.”
Six other short edits across realestate.com.au’s social channels will be released in coming weeks.
BWM Dentsu
Simon Bagnasco, Executive Creative Director
Chris Andrews, Creative Director
Cam McMillan, Art Director
Jake McLennan, Copywriter
Sonia Mclaverty , Senior Onscreen Producer
Pat Vietta, Head of Production
Belinda Murray, Client Services Director
Melanie Sakkeus, Account Director
Finch
Corey Esse, Executive Producer
Jackie Adler, Producer
Christopher Nelius, Director
Gary Woodyard, Editor
Adam Howden, DoP
realestate.com.au
Elizabeth Minogue, Executive General Manager Media & Marketing
Amanda Chase, Executive Manager, Marketing & Brand
Ben Lemon, Senior Manager, Brand & Product Marketing
Georgie Leslie, Consumer & Brand Marketing Manager
10 Comments
Well, it’s not Avalon now is it…..
A nice little piece that’s of some use
Hey Simon, when are you going to use me in an oven-based-chef-does-content-film ad?
A very different approach to a real estate spot and it was a great execution of the idea. Nicely done to all involved.
Let’s be fair. If the client wanted creative work they would have gone to a creative agency.
Wait, so evil-smelling socks aren’t great for attracting buyers?
*MIND BLOWN*
Has anyone seen BWM’s website recently. Like in the last 3 years. Speaking of homes, maybe you should look at spending 20mins on your own.
Wow, you’re right about their site – the only agency I’ve ever seen that lists finalists under awards won.
Guess they had to find something to put there.
In 20 years, I can’t remember a single decent thing that this agency has done. They were crap on day 1 and they’ve only lowered the bar since then. Charlatans to the last.
In 20 years, i can’t remember any ‘genius’ comments on this blog. Just creative children giving this Industry a bad name.
Grow up guys!