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Realestate.com.au has launched The Other Saturday Game, a sponsorship campaign to support its wider AFL partnership.
Produced by Octagon, one of the largest sports and entertainment agencies, The Other Saturday Game is designed to tap into the idea that sport and property are Australia’s two great obsessions.
REA Group general manager brand, marketing and communications Elisa Silbert said that, for many Aussies on their property journey, Saturday mornings are the other game time.
“They’re searching, inspecting, bidding and riding the emotional rollercoaster that goes with it.
“And just as in footy, what happens during the week can give you the advantage on game day.”
She said that taking a content-led approach, realestate.com.au shines a light on the lead-up before and debrief after the “big game”.
“Property really is the other Saturday game for many Australians. Together with sport, it makes up a huge part of our conversations, our weekends, our time and our dreams.
“Property decisions are tied to massive life moments, which means they can become intense at times. The other Saturday game brings a lightness to some of those moments, showcasing parts of the property journey in a humorous and engaging way.”
Octagon Agency director Andrew Clarke said that it was a challenging job.
“It’s not every day your first brief from a new client comes with such a strong and inherent connection between brand and partner. With the concept in place and the season underway, the challenge became one of designing executions to garner immediate attention from AFL fans and assert realestate.com.au as a new sponsor.
“The result is a body of work produced in a matter of weeks which taps into the nuances of both Saturday games and our feature talent to give realestate.com.au a fully integrated campaign.”
The campaign initially features spots featuring former Sydney Swans and Melbourne Demons coach Paul Roos, AFLW star and Channel Seven commentator Daisy Pierce, and West Coast Eagles playmaker Nic Naitanui.
Further iterations covering all stages of the property journey, from buying to selling and even renting, will be released across the 2019 Toyota AFL Premiership season.
The campaign extends across social, content, digital and out-of-home (OOH) channels, and will integrate into realestate.com.au-branded segments during Channel Seven’s AFL coverage on Thursday nights, Friday nights and Sundays.
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