Realestate.com.au taps into spring fever with new campaign via M&C Saatchi Melbourne
UPDATED TO INCLUDE TVC: Australia’s number one property website realestate.com.au has announced the launch of its new above-the-line campaign via M&C Saatchi, Melbourne, kicking off with its latest television commercial which will air this week.
The TV commercial uses time-lapsed and stop motion photography to demonstrate the synergy between spring and moving house, using packing boxes to mimic a flower blooming.
Joanne Whyte, general manager marketing communications & insightsfor realestate.com.au said the creative platform for the above-the-linecampaign combines the simplicity of spring, interwoven with the simpleact of unpacking a cardboard box when moving into a new property. “Thecampaign blends two symbolic images of new spring beginnings – thebeauty of a blooming flower and the practicality of an ordinary movingbox, so we linked these ideas creatively tying it back to our realestate audience – and that’s how the ‘blooming box’ idea was born,”said Whyte.
“With spring typically the busiest time of the year for buying andselling activity it’s often the perfect time where many house huntersthink about making a fresh start in life and realestate.com.au providesthe link to help ordinary Australians get that fresh start when buyingand selling property,” she said.
The spring campaign was created in collaboration with M&C Saatchi Melbourne, combining the emotion and excitement associated with buying and selling property. The TVC forms part of the wider realestate.com.au spring campaign, which last month saw the launch of an exclusive spring mini magazine, featuring a unique blend of lifestyle content and hard-hitting property insights.
As part of the spring campaign, realestate.com.au will use a series of integrated channels including traditional and social media, public relations and CSR activity to bring the campaign to life. It will also be supported by outdoor and online advertising together with local area marketing in the Sydney area, positioning realestate.com.au as the number one choice for consumers.
The TVC will run exclusively on the Channel 7 network in Sydney, Melbourne and Brisbane over the next four weeks. M&C Saatchi will work closely alongside media agency Starcom to activate the campaign.
Agency: M&C Saatchi Melbourne
Creative Director: Doogie Chapman
Head of Art: Murray Bransgrove
Head of TV: Karen Muxworthy
Art Director: Connor Beaver
Writer: Aaron Pepper
TV Producer: Jill Wheeler
Group Account Director: Ellie Ward
Account Manager: Nick Darrigan
Production Company: Photoplay Films
Director: Scott Otto Anderson
Producer: Oliver Lawrance
Animator: Nick Donkin
Props Designer: Stephanie Anderson
Props Designer: Lucy Schreiber
Client: realestate.com.au
GM – Marketing Communications & Insights: Joanne Whyte
Brand & Advertising Manager: Jenny Dickson
Senior Brand Manager: Virginia MacKay
18 Comments
This is a truly beautiful concept in action, a credit to the team at M&C and REA.
Great to see another piece of fine work coming from that devilishly handsome creative duo and their team behind it.
Spring associated with flowers, how original
Where’s the ad?
3.00pm, self adulation really is so trivial..
Is the lamp from Ikea?
That’s a lovely idea.
Ignore the Award School haters (and they are Award School, trust me.) You’ve made a real ad for a real client in a shit market.
Well done.
The bookstore for booklovers
i hope it is, i truly love an ikea lamp. especially on my desk.
anonymous 9:51 should we really trust you?
sorry dead weeds?
Why should I go to realestate.com etc instead of domaim.com etc or any
realestate agency website?
That’s your competition.
Waste of money with a lazy strategy.
I think the execution is excellent. It is well shot and animated and the grade caps it off. It definitely makes the thought of moving a bit more pleasant. I don’t get the fresh start line though. The fact that the flowers stay in the boxes also makes the add more about moving and not about finding a new home. Would be an awesome ad for a removalist company.
Campaign Brief blogs are becoming a bit of a joke. So many haters who are willing to comment negatively with nothing constructive to say. Why don’t you like the ad and what would you think would improve it?
At least Andy has put a name to his comment, and has reasoning behind what he is saying. It also makes me think about the point he is making so that I can then wonder what domain.com.au or real estate sites are doing that would make me want to go to them instead of realestate.com
The only thing wrong with an ikea lamp is that you have to venture into that hell on earth to pick one up!
@10:36
Not really sure about your taste in websites, Andy: domaim.com?
Sounds like some sort of B&D torture thing? Yeah that’s not weird at all.
Or maybe it is the ejected lamp in the Cannes winning Ikea commercial that has found a new home at last?
Ha, that’s cool. Nice one.
Well done. I’d definitely be sruiking this if it was mine.
The Ikea lamp comments are nothing to worry about – comments like those are from jaded cunts.
The only other ad I saw on Sunday night that I wished I’d done was the Woolies Hippy/ organic ad. Now that’s a miracle, doing a good spot for a client like Woolies.
I wonder why they haven’t posted that here. Then again, it can be brutal.
You have to wonder how many comments this site would receive if you couldn’t post as Anon.
Yes Rob, but you are a digital creative at M&C Saatchi, so might be expressing favouritism here.
It’s a fine ad. Not a great ad, but fine. Like many ads.
Well done, I’m sure the client will be pleased, you have done your job well, no doubt navigating quite a complicated path and coming out of it with a nice piece of work.
That’s all we are all trying to do. Do our jobs well.