realestate.com.au unveils ‘The other Saturday game’ AFL sponsorship campaign via Octagon

realestate.com.au has launched The Other Saturday Game, a sponsorship campaign to support its wider AFL partnership via sport and entertainment agency Octagon.

The Other Saturday Game taps into the insight that sport and property are two of Australia’s great obsessions, dominating our conversations, our weekends, our time and our dreams.

For many Aussies on their property journey, Saturday mornings are the other game time – they’re searching, inspecting, bidding and riding the emotional rollercoaster that goes with it. And just as in Footy, what happens during the week can give you the advantage on game day.

Taking a content led approach, realestate.com.au shines a light on the lead up before and debrief after the ‘big game’.

The campaign initially features spots featuring former Sydney Swans and Melbourne Demons coach Paul Roos, AFLW star and Channel Seven commentator Daisy Pierce, and West Coast Eagles play maker Nic Naitanui. Further iterations covering all stages of the property journey, from buying, to selling and even renting, will be released across the 2019 Toyota AFL Premiership Season.

The campaign extends across social, content, digital and out of home (OOH) channels, and will integrate into realestate.com.au branded segments during Channel Seven’s AFL coverage on Thursday nights, Friday nights and Sundays.

Says Elisa Silbert, general manager brand, marketing and communications, REA Group: “Property really is the other Saturday game for many Australians. Together with sport, it makes up a huge part of our conversations, our weekends, our time and our dreams.

“Property decisions are tied to massive life moments, which means they can become intense at times. The other Saturday game brings a lightness to some of those moments, showcasing parts of the property journey in a humorous and engaging way.”

Says Andrew Clarke, agency director, Octagon: “It’s not every day your first brief from a new client comes with such a strong and inherent connection between brand and partner. With the concept in place and the season underway, the challenge became one of designing executions to garner immediate attention from AFL fans and assert realestate.com.au as a new sponsor.

“The result is a body of work produced in a matter of weeks which taps into the nuances of both Saturday games and our feature talent to give realestate.com.au a fully integrated campaign.”