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A brainchild of realestate.com.au and creative agency 72andSunny, the film forms the centrepiece of the portal’s new brand campaign.
According to a statement from REA Group, the new strategy and creative platform “aims to encourage and motivate buyers, sellers and renters to ‘keep moving’ towards their next home”.
Award-winning Australian film director Nick Ball is behind the Keep Moving film, which follows a family’s ups and downs as they search for a new home.
With the film having launched during coverage of the Paris Olympics last weekend, REA Group said the multichannel campaign will be rolled out across TV, BVOD, YouTube, OOH, cinema, radio, digital display, digital audio and social, thanks to independent media agency, Kaimera.
Speaking on the creative choices made for this campaign, Sarah Myers, REA Group’s general manager, audience and marketing, said: “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,” she imparted.
“Our focus on deeply personalising 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 enquiries on our platform.”
With the campaign aiming to showcase the platform’s “leading consumer experience”, it coincides with “continued investment in the personalised consumer experience”.
Upcoming iterations of the campaign will reportedly be focused on the portal’s property value estimation tool, realEstimate, as well as finding the right home loan with Mortgage Choice.
Earlier this month, the listings portal revealed its new premium listings product, simply known as Luxe.
Available to all Premiere+ customers, the feature provides agents and vendors with exclusive features “designed to catch the attention of potential buyers”.
ABOUT THE AUTHOR
Grace Ormsby
Grace is a journalist across Momentum property and investment brands. Grace joined Momentum Media in 2018, bringing with her a Bachelor of Laws and a Bachelor of Communication (Journalism) from the University of Newcastle. She’s passionate about delivering easy to digest information and content relevant to her key audiences and stakeholders.
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