Australia’s passion for property continues into 2022 with 12.6 million Australians visiting realestate.com.au each month on their search for the next property to call home.
The latest campaign from realestate.com.au explores the vast range of houses Australians spend their lives surrounded by.
From renting a terrace with housemates to renovating the ‘worst house on the best street’ and upgrading to ‘that special house to house your fleet’, the new creative explores the narrative that there is one special house for you – and that’s home.
Launching nationally on Saturday evening, during the broadcast of the Australian Open finals, the music of Australian duo Angus and Julia Stone complemented the vision of the subtle human ways people interact with their homes, suggesting realestate.com.au is there for every stage of the home ownership lifecycle.
The campaign makes use of diverse property drone photography captured in Sydney, Melbourne and Brisbane and will be used in localised outdoor placements and in digital display.
General Manager Consumer Marketing Sarah Myers said there was no doubt Australians loved property.
“Realestate.com.au is now Australia’s seventh largest online brand, with Australians using our platforms as part of their everyday lives,” Ms Myers said.
“Of the 12.6 million people who visit realestate.com.au on average each month, 6.7 million are exclusive to our site.
“Whether a person is buying, selling, or just dreaming about home ownership, we know and understand our audiences and there remains a lot of activity and optimism. We leverage our behavioural data and market trends to form the foundation of our brand positioning and communication strategy.”
The creative was brought to life by the team at Brand+Story with Thinkerbell delivering creative strategy.
The multichannel campaign will feature prominently across news and entertainment content on Channel 7, 9 10 and BVOD and will be complemented with online video, social, outdoor, digital display, and audio.