Realestate.com.au has launched a light-hearted new social marketing campaign, ‘Life at Home’, encouraging young Australians to leave the ‘parental nest’ and find their feet in a property of their own. The online campaign is a first for realestate.com.au and marks a significant foray into video content marketing.
The campaign follows on the back of recent research from realestate.com.au that has shown young Australians from high-income households ($100k+) are choosing to stay living at home with mum and dad for ‘lifestyle factors’1.
The realestate.com.au research shows that, less than 30 per cent of those currently looking to rent are male, indicating that boys are the biggest culprits when it comes to staying at home.
Consistent with Census data2, the realestate.com.au survey also demonstrates the average age for leaving home in Australia continues to increase. Only 17 per cent of all those looking to rent were aged under 25 years.
The research prompted realestate.com.au to take a lighter look at the different types of stay-at-homers in a series of entertaining videos narrated by the one and only ‘David Attenborough’.
The videos explore three of the most common types of stay-at-homers:
Part 1 - The Mumma’s Boyous Dependus – a young male who hasn’t learnt how to separate himself from his mother.
Part 2 - The Video Gameth Addictuth – a young male whose addiction to video games has made it difficult to procure a ‘mate.’
Part 3 - And The Footwearus Collectum – a young female whose obsession with footwear has made it difficult to afford to leave home.
Natalie Feehan, Group Manager - Marketing Strategy at REA Group, said the light-hearted ‘Life at Home’ campaign created the perfect platform to promote realestate.com.au’s informative renting and sharing tools and tips to young adults living at home.
“We wanted to reach this group in a fun and unique way to help them to understand the benefits and ease of moving out of home and the tools available to help their search on realestate.com.au. We’re hopeful this video, distributed through our social media channels, will reach the target audience and encourage a few of them to leave the nest.
“Following the recent launch of our new blog we are looking to continue to develop different content for our site and hope this video series will be the first of many,” Ms Feehan said.