REA Group encourages Aussies to ‘Live more’ in new Flatmates campaign via AJF Partnership
REA Group’s share accommodation site Flatmates is back with a new summer campaign developed by creative agency AJF Partnership.
The campaign runs throughout January and February across YouTube, Facebook, Instagram, TikTok and Spotify in Sydney, Melbourne and Brisbane, coinciding with the peak season for share accommodation. Whether seeking or listing a spare room, the new creative highlights that Flatmates can help generate extra income and help you save on rent, providing the financial freedom to live more.
The Flatmates campaign creative helps Australians visualise how they can experience more by either saving on rent or renting out a spare room, using quirky headlines such as ‘Less Hustle, More Holiday’ to capture the attention of consumers.
Says Sarah Myers, general manager audience and marketing, REA Group: “Our research shows 75% of our Flatmates audience turn to share accommodation for financial reasons, and this trend is continuing. As people of all ages take up sharing, our summer campaign focuses on the financial benefits. Living life to the fullest is costly, and we believe you shouldn’t compromise on living.
“The brand’s new tagline, Live more with Flatmates, embodies the many benefits of listing or seeking on Flatmates. Share housing is a desirable way to live for many Australians offering more options and enabling a great lifestyle. With the increase in cost of living, there’s a growing trend of renting and sharing, with 32% of the Australian population renting. More consumers are turning to Flatmates as a long-term housing solution, with a 20% YoY increase in active members in December.”
Says Scott Walker, ECD, AJF Partnership: “We live in a time when more Australians are either looking at moving into shared houses, or considering renting out a room in their house, which presents an interesting creative opportunity.
“Flatmates was looking to evolve and modernise the Flatmates brand to reflect the changing face of, and reasons why, Australians are turning to shared housing options. With ‘Live more’ we are hoping to breathe positivity and optimism into a category that can often be very pragmatic and bordering on pessimistic, shining a light on the positive life changes that can come when you embrace the financial benefits of shared house living.”
Client: REA Group
Creative Agency: AJF Partnership
Production Company: Guilty
Director: Stephanie Pocklington
Post production: Finn
14 Comments
Are you seriously telling me most people live in share houses because they want to save for a holiday or buy a motorbike?
Agree with above. Worst strategy I’ve seen in a long time.
And please enough of that VO. She’s everywhere.
I think the point is that you can rent rooms in your place out for extra money? That’s how I understood it anyway.
I think they’re going for people who rent a whole place because they CBF with flatmates. Either as a couple or alone. Christ, I’ve been there. Note to younger self – I’d rather you not rent out the spare bedroom, it only leads to harm.
I thought we only used a hard gradient behind the line on mock ups. Unless of course…
When you look at what the rest of the world are doing in advertising….
Would love to know who watched this and went “yep, get this one to CB asap”.
Jealous of this one. Love.
It’s always an adventure in the CB comments section.
These ads are decent. Changing the world? No. But is the strategy of ‘remind people that our product is a good way to save and/or earn money at a time when cost of living is spiralling’ isn’t one you can get angry about unless you literally just come here to let off steam about how much you actually hate your own life/job.
It’s genuinely amusing to see people get so worked up/
Agreed. It seems a lot of people are missing the point here (and the target audience). It’s aspirational 🙂
I know its a monday morning, so maybe my brain just hasn’t kicked into gear yet, but I thought these were kinda nice? And far from the worse thing that the property sector has done in recent times, quite the opposite.
I quite like these
Find me 20 professionals in Sydney or Melbourne who have a spare room to rent out. Instead, you’ll find 2000+ people who want/need to REPLACE a flatmate. Surely you saw this data? Shoulda gone to Specsavers.
…Truly awful
You realise the world exists outside of 20 something young professionals in Sydney and Melbourne CBD’s, right? And that a lot of normal people are struggling with mortgage payments in the current climate?