As part of its website relaunch, realestate.com.au has released an online advertising campaign based around the idea of house hunters who will do anything to get the property they want. So far, the response to the campaign has been mixed.
The campaign, created by Amnesia Razorfish, includes a microsite with videos of the house hunter characters, along with a Facebook-based competition and a presence on YouTube and Twitter. Property hunters are also being encouraged to share stories about the lengths they have gone to to get their perfect property.
“This campaign is a great way to communicate the enhanced realestate.com.au site to our consumers and furthers our ongoing strategy to continue to innovate and provide a superior user experience,” realestate.com.au general manager consumer marketing Henry Ruiz told adnews.com.au.
But not everyone agrees with Ruiz’s take on the campaign. So far, responses on mumbrella.com.au and business2.com.au have been generally negative.
Of course, the real test of the campaign will be its ability to drive traffic to realestate.com.au. Amnesia Razorfish founder Iain McDonald had this to say in response to readers’ comments:
“Fingers crossed we’ll be able to show some results at the end. Right now we’re listening carefully to everything and will continue to do our best to make the campaign a success for realestate.com.au.”
