Industry-owned property portal realestateVIEW.com.au is today launching a major advertising, digital, PR and guerrilla marketing campaign to highlight the time saving features of its free mobile applications, which allow house hunters to keep on top of the property market while on the move.
The campaign is designed to highlight how the app can turn one of life’s most stressful experiences into a more convenient and effortless process, leaving them with more time to make the most of their weekend.
The campaign creative, “turn view time into you time”, shows a split screen displaying a house hunter in the process of property searching on the top, and their bottom half enjoying a more leisurely activity such as scuba diving, dancing or playing with the kids in a park.
A consumer survey commissioned by realestateVIEW.com.au in November 2011 revealed property searching is rated as one of life’s most stressful experiences, yet house hunters still use manual spreadsheets and even a pen and paper to organise the process.
“Our campaign is born from this consumer insight, mobile trends and the distinct features of our app,” said Petra Sprekos, General Manager at realestateVIEW.com.au. “With recent research revealing that 50% of property seekers still use a pen and paper to plan their weekend journey and record property feedback – the new apps provide property seekers with a suite of tools to make the process more efficient.”
Breaking this week, the digital advertising component will focus on mobile advertising, paid search, Facebook advertising, as well as online sponsorship of the 2012 AFL NAB Cup site and NRL home page takeover during the first round of 2012.
From 17 Feb, mobile billboards on Smart Cars and Vespas and street teams in orange lycra morph suits will also be in action around Sydney and Melbourne, targeting consumers in their “you time”.
Public relations activity includes radio promotions, a v-log/blog competition and lifestyle media outreach.
The app, which combines up-to-date sales, auction results and median prices , with the ability to search for properties, has already achieved more than 30,000 downloads since its release in November 2011. Available on the iPhone, Android and iPad, the new realestateVIEW.com.au apps provide house hunters with the most current and reliable information available.