What better way to ponder your next home than during your daily commute? Realestate.com.au is tapping into this idea with a groundbreaking marketing campaign that takes full advantage of time spent at transit hubs.
The spring campaign, aptly named “Keep Moving,” made its debut during the Olympics coverage in August and has already achieved record-breaking success for the site. It has transformed stairways at Sydney’s Central Station and Melbourne’s Southern Cross Station, inviting Australians to advance in their property searches.
In addition, the iconic red couch from the company’s video campaign has made a real-world appearance in Bondi, offering a cozy resting spot at the Campbell Parade bus stop. An interactive panel there lets locals explore new property listings, all while enjoying the campaign’s soundtrack, “Heaven (Must Be There)” by Eurogliders.
Another interactive experience is set to launch in Fitzroy, Melbourne’s inner-north, later this September, promising more opportunities for engagement and exploration.
Partnering with the renowned advertising firm JCDecaux and the creative teams from Kaimera and 72andSunny, the campaign is designed to invigorate the market and motivate sellers this spring. Sarah Myers, REA Group’s general manager of audience and marketing, is excited about integrating these innovative outdoor elements. The aim is to deliver a captivating brand experience and inspire consumers to keep exploring the property market this spring.
JCDecaux sales director for NSW, Morgan Hannaford, noted that the brand intentionally tailored the creative approach to each location. Together, they aimed to create a homey atmosphere even while people were on the go. At Bondi, this approach is taken a step further with a custom-built lounge that brings the comfort of home to life while people explore local listings.
Launched last month with a short video by award-winning Australian director Nick Ball, the campaign will continue throughout spring 2024. It will feature TV, on-demand platforms, YouTube, out-of-home advertising, cinema, radio, digital display, digital audio, and social media.
