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What better place to think about finding a new home than on the way to – or from – yours?
That’s the view realestate.com.au is taking with an immersive marketing campaign that makes the most of time spent loitering at transit hubs.
The listings portal’s spring campaign dubbed Keep Moving – which gave the site its biggest month ever after debuting during August’s Olympics coverage – has taken over the stairways at Sydney’s Central Station and Melbourne’s Southern Cross Station with the pledge to help Aussies “take the next step” in their property journeys.
In addition, the travelling red couch that propels a family from property to property in the company’s video campaign has come to life in Bondi, now serving as a comfy place to rest while waiting at the Campbell Parade bus stop. An interactive panel also allows locals to browse through new listings in the area, while the campaign track, Heaven (Must Be There) by Eurogliders sets the soundtrack for idlers to contemplate making a move.
A similar, interactive experience is set to launch in Fitzroy in Melbourne’s inner-north later in September.
Created in partnership with advertising giant JCDecaux, as well as creative agencies Kaimera and 72andSunny, the site activations have furthered the platform’s intention to get sellers out into the market in force this spring.
“We’re thrilled to now be bringing these innovative outdoor executions into the campaign, to provide consumers with an engaging brand experience and encourage them to ‘keep moving’ into the spring property season,” said REA Group’s general manager of audience and marketing, Sarah Myers.
JCDecaux sales director for NSW, Morgan Hannaford, explained that the brand had wanted to be intentional in tailoring the creative approach to location, and together they had decided to think outside the box to conjure homey feelings even while consumers were out and about.
“The special build at Bondi goes a step further. A custom-built lounge brings the comfort of home to life while people explore local listings,” Hannaford said.
Having first launched last month with a short video from award-winning Australian film director Nick Ball, the overall campaign will span spring 2024 and encompass TV, on-demand platforms, YouTube, out-of-home advertising cinema, radio, digital display, digital audio and social campaigns.
ABOUT THE AUTHOR
Juliet Helmke
Based in Sydney, Juliet Helmke has a broad range of reporting and editorial experience across the areas of business, technology, entertainment and the arts. She was formerly Senior Editor at The New York Observer.
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