REA Group has launched a new marketing campaign to empower and inform house hunters ahead of one of the busiest periods of the property season: autumn. The six week campaign spans outdoor, community print, mobile, online, social and pay TV.
Lisa Hickson, General Manager of Brand, Communications and Insights at REA Group, said the campaign had two objectives: to actively engage people who are currently looking for property and to increase downloads of its award-winning app 1.
“82% of buyers use realestate.com.au in their search for property. These regular users say realestate.com.au’s ease of use, range of properties, information and reputation, are the key reasons they choose us over other property sites 2,” she said.
“The campaign is about highlighting this to our devotees, as well as bringing new property hunters on board,” she said.
“We’re also encouraging home hunters to download our app so that they can have a seamless search experience across desktop, mobile and tablet. It’s all about the convenience of being connected with property anytime, anywhere,” she said.
An extension of realestate.com.au’s spring 2012 campaign, it features the bold, red rhombus-style creative, with useful take-outs for property hunters, such as downloading its award-winning free app.
Carl Ratcliff, Managing Director of BWM, the agency behind the campaign, described the creative as simple, bold and playful.
“This campaign sees us letting loose with a relevance seeking, voice sharpening, personality curling campaign. It’s a human take on being No 1 and we believe it will connect realestate.com.au with all property hunters,” he said.
1 2012 Australian Mobile Awards, ‘Best Mobile Expanded Service or Application’ and shortlisted in the Best Application on a Mobile category in the 29th AIMIA Awards.
2 Residential Consumer Property Seeker Study, November 2012