SYDNEY, AUSTRALIA — Realestate.com.au has partnered with brand-building creative agency 72andSunny to launch its new brand strategy and creative platform. The campaign aims to encourage and motivate buyers, sellers, and renters to “Keep Moving” towards their next home, with Australia’s number one address in property there to help throughout the property journey.
The centerpiece of the “Keep Moving” campaign is a film directed by Finch’s award-winning Australian film director, Nick Ball, which launched during coverage of the Paris Olympics on July 27. The multi-channel campaign will roll out across TV, BVOD, YouTube, OOH, cinema, radio, digital display, digital audio, and social via independent media agency, Kaimera.
The “Keep Moving” platform showcases an empathetic story of the ups and downs of finding a new home. It shows how realestate.com.au can help buyers, sellers, and renters navigate the way forward with a deeply personalized property experience.
Sarah Myers, General Manager of the Audience & Marketing at REA Group, commented, “As a leading Australian brand, we are proud to continue to feature Australian music and work with Australian talent across our campaigns. Eurogliders’ track, “Heaven (Must Be There),” became the heart of this story with the lyrics and composition perfectly narrating the many lows and highs of the featured family’s journey.
The campaign highlights realestate.com.au’s leading consumer experience. With 10.8 million people visiting the platform each month and more homes for sale than anywhere else, no one is better placed to support Australians in taking the next step in their property journey.
“Our focus on deeply personalizing the property experience helps arm property seekers with the right tools, and the confidence, to find their own piece of heaven. As we move into the key spring property season our audience continues to grow and we’re seeing strong consumer engagement with an ongoing uplift in buyer inquiries on our platform.”
Laura Popa, Head of Brand, 72andSunny said, “The strategy positions realestate.com.au as a trusted partner empowering and supporting all Australians to progress their property journey. We are really proud to work alongside realestate.com.au, Finch, and Kaimera to craft this story and campaign.”
Further iterations of the campaign will focus on realestate.com.au’s property value estimation tool, realEstimate, and finding the right home loan with “Mortgage Choice” as well as exciting new product features.
CREDITS:
Client: REA Group
Strategy and creative: 72andSunny
Media agency: Kaimera
Production: Finch
Director: Nick Ball
Executive Producer: Nick Simkins
Producer: Amy Dymond
DOP: Jeremy Rouse ACS
Casting Agency: Peta Einberg Casting
Edit: ARC EDIT. Editor: Elise Butt
Grade: Colour Collective. Colourist: Alex Bickel
VFX: Blockhead VFX
Creative Director: Stefan Coory
Sound: MassiveMusic
Sound Designer: Simon Kane
