realestate.com.au has launched its first hyperlocal content series in the ACT, playing up Canberra suburbs in an entertaining series of ‘speed dates’.
The videos, which have reached more than 160,000 Canberrans since launching last Monday1, are a targeted play at the local market where Australia’s No 1 real estate site is a challenger brand.
Starring local actors as the suburbs of Canberra, viewers get to ‘speed date’ suburbs such as ‘Nappy Valley’ Gungahlin, hipster paradise Braddon and recently released Gordon (so far south it’s almost classed as the next town along).
It follows the placement of a dedicated ACT marketing manager, Bree Winchester, who said the campaign was designed to appeal to Canberran’s acute sense of self-parody.
“realestate.com.au is a national brand but we recognise that property is largely a local proposition. While we have the most visits nationwide2, we’ve got our feet on the ground locally and know what makes Canberrans tick,” says Winchester.
Keep your eyes peeled for future romantic encounters with Yarralumla, NewActon, O’Connor and Barton.
1 Facebook Business Manager, views as at 16 September
2 Total Unique Audience, Nielsen Digital Ratings (May 2016, excludes app visits)