Now in its 130th year of operation, real estate Superbrand Raine & Horne has unveiled its latest advertising campaign, ‘Raine & Horne & You’, with the group’s iconic ‘ampersand’ front and centre amid real-life scenarios.
“Our vision statement is one that embraces positive partnerships and affirms our focus on the customer, and this has been the driving force behind the strategy for the campaign,” says Angus Raine, CEO of Raine & Horne.
“In a market where every agent is saying the same things, and often focusing on themselves in their approach to marketing, we are differentiating ourselves and connecting with customers in unique way,” says Kit Bashford, National Marketing & Communications Manager, Raine & Horne.
“Working with advertising agency, Muscle Marketing, and animation agency, FSM, we have brought our important icon to life with high-end animation.
“In 15 second advertisements, we have imbued the ampersand with human characteristics and emotions, all of which are situational, results and customer-driven.
“We have chosen four themes initially, all of which are incredibly important to our customers, and animation also delivers longevity and flexibility, so we have the ability to create new animations, themes and placements over time,” says Ms Bashford.
The decision to create a cohesive media campaign across television, digital, online and local area marketing was taken after significant consultation with the real estate group’s 200-strong office network in NSW, ACT, and QLD.
“We are excited to have a diverse media schedule, and to be the only real estate group to launch a comprehensive TVC campaign in metro and regional markets.
“This will benefit our offices in what is an increasingly positive property market,” says Angus Raine, CEO, Raine & Horne.
Apart from television, local area marketing and point of sale, the digital campaign encompasses millions of impressions across Domain, realestate.com.au, rpdata, yourmortgage.com and ‘Find an Agent’, teamed with behavioural targeting, re-targeting, pre-roll video and Google.
There’s also a campaign URL, youandrh.com.au, as well as a dedicated YouTube channel.
Rodney Smith, General Manager, Muscle Marketing, says that Raine & Horne is not only communicating through the campaign that it’s moving with the times, but is also demonstrating to customers that it’s prepared to embrace change.
“Raine & Horne has been around for a long time, so by taking on something more contemporary such as animation technology, it says it moves with the times, has broad appeal and is accessible,” says Mr Smith.
“The TVCS have a modern feel, and because they are very friendly, they move into an area where consumers won’t feel they are having a corporate message foisted upon them.”