realestate.com.au
Client relationship since 2004
We started working with realestate.com.au (REA) in late 2003 as it embarked on its first mainstream advertising campaign. The primary goal was to establish REA as a dominant player in the online real estate classifieds market. At the time, REA was positioned fairly close to its main competitor - www.domain.com.au - in terms of unique website visitors and overall brand awareness and positioning. Initially, REA launched a brand campaign that positioned it as the owner of the primary category benefit - under the positioning line Always Open for Inspection. As awareness and usage grew and REA became the category leader in terms of site visitation, the campaign evolved to position REA as the clearly dominant player - under the positioning The Biggest Address in Property. A highly creative campaign was launched in early 2005 that communicated to consumers that the core benefit of using REA was “there's more chance of finding a property that's right for you at Australia's largest real estate website”. The integrated campaign was executed via TV, print and online activity with the “Afro” TVC being recognised globally as a finalist at the prestigious 2005 Cannes Advertising Festival. The campaign performed incredibly well on all measures related to brand awareness, recall and brand favourability - and contributed to a major increase in site traffic, entrenching REA as the most popular real estate website in Australia by a significant margin.
realestate.com.au
don’t rely on fate
The campaign’s aim was to demonstrate such moments of ‘fate’ or ‘luck’ when finding your dream home; in fun, entertaining and quirky way.
The notion of ‘fate’ has been used because of the female audience we were targeting – it is a notion that women often refer to when discussing property.
television
print
House the Homeless
Realestate.com.au came to us needing an idea that could be promoted nationally, whilst simultaneously providing a strong Sydney focus. As Australia’s biggest property site, realestate.com.au is renowned for helping people find new homes. And with homelessness one of the hottest issues in the community at the moment, it seemed only right that they should do something about it. So CumminsNitro teamed up with realestate.com.au and Mission Australia to create the Houses for the Homeless campaign, which launched with an arresting installation in Martin Place.
Sydnesiders were surprised to wake up on Thursday May 1 to find a cardboard city had been erected in Martin Place. The installation consisted of over 250 house-shaped boxes that formed a cardboard city, providing a topical reminder of the plight of Australia’s 100,000 homeless.
Passers by were urged to visit housesforthehomeless.com.au, and for every click on the site, realestate.com.au would donate $1 to Mission Australia. The campaign was launched on May 1 by Federal Housing Minister, Tanya Plibersek, with a goal of raising $100,000 by May 16. But with a flood of community support through the media, websites, blogs and message boards, the target was reached in 48 hours.
The Houses for the Homeless campaign is supported by outdoor, online, direct and other ambient installations in Bondi Beach (Saturday 10th May) and Chatswood (Tuesday 13th May), with an urge for people to continue helping the homeless by donating direct to Mission Australia.
