Realestate.com.au’s new brand strategy and creative platform delves into the emotional journey of finding a home, providing support and encouragement throughout the process
Realestate.com.au, a leading name in the property industry, is excited to introduce its new brand campaign, “Keep Moving.” This innovative campaign, developed in collaboration with the renowned creative agency 72andSunny, aims to inspire and support Australians—whether they are buyers, sellers, or renters—throughout their journey of finding a new home. With realestate.com.au as a trusted ally, the campaign seeks to encourage individuals to keep moving forward towards their real estate goals.
At the core of the “Keep Moving” campaign is a poignant film directed by Nick Ball, an acclaimed Australian filmmaker from Finch. The film, which premiered during the Paris Olympics broadcast on July 27, vividly captures the emotional rollercoaster associated with the home-finding experience. It illustrates both the triumphs and challenges that come with searching for a new home, emphasizing how realestate.com.au can offer personalized support to make this journey smoother and more manageable.
The campaign is set to make a significant impact through a multi-channel approach. It will be showcased across television, BVOD (broadcast video on demand), YouTube, outdoor advertising, cinema, radio, digital display, digital audio, and social media platforms. This extensive reach is managed by independent media agency Kaimera, ensuring that the message resonates with a wide audience.
“Keep Moving” stands out by portraying an empathetic and relatable story that mirrors the real experiences of those searching for a home. It demonstrates how realestate.com.au can assist in navigating the complexities of the property market with a deeply personalized approach. By highlighting the emotional journey of finding a new home, the campaign reinforces realestate.com.au’s commitment to providing valuable resources and support throughout the process.
The campaign also underscores realestate.com.au’s impressive consumer engagement, with 10.8 million people visiting the platform each month. This high level of interaction reflects the platform’s ability to connect with users and provide them with the tools they need to succeed in their property endeavors.
“We are thrilled to unveil this fresh brand campaign, which, combined with our ongoing investment in enhancing the personalized consumer experience, solidifies realestate.com.au’s position as Australia’s premier property destination. It also plays a crucial role in generating valuable leads for real estate agents across the country.”
Sarah Myers, General Manager of Audience & Marketing at REA Group
Myers continued by emphasizing the brand’s pride in showcasing local music and working with Australian talent. The Eurogliders’ track “Heaven (Must Be There)” plays a central role in the campaign, effectively capturing the emotional highs and lows experienced by the families depicted in the film.
She also noted that the campaign’s focus on personalizing the property search experience provides users with the tools and confidence they need to find their ideal home. As the spring property season approaches, there has been noticeable growth in audience engagement and a significant increase in buyer inquiries on the platform.
Looking ahead, the campaign will evolve to highlight additional features of realestate.com.au, including the property value estimation tool, realEstimate, and home loan options provided by Mortgage Choice. These future iterations will further emphasize the platform’s commitment to offering comprehensive solutions for all aspects of the property search process.
