realestate.com.au helps Australians to ‘keep moving’ in new brand campaign via 72andSunny
realestate.com.au has partnered with brand building creative agency 72andSunny to launch its new brand strategy and creative platform.
The campaign aims to encourage and motivate buyers, sellers and renters to ‘Keep Moving’ towards their next home, with Australia’s number one address in property1 there to help throughout the property journey.
The centrepiece of the ‘Keep Moving’ campaign is a film directed by Finch’s award-winning Australian film director, Nick Ball which launched during coverage of the Paris Olympics on Saturday 27 July. The multi- channel campaign will roll out across TV, BVOD, YouTube, OOH, cinema, radio, digital display, digital audio and social via independent media agency Kaimera.
The ‘Keep Moving’ platform showcases an empathetic story of the ups and downs of finding a new home and shows how realestate.com.au can help buyers, sellers and renters navigate the way forward with a deeply personalised property experience.
Says Sarah Myers, general manager audience and marketing at REA Group: “As a leading Australian brand, we are proud to continue to feature Australian music and work with Australian talent across our campaigns. Eurogliders track, ‘Heaven (Must Be There)’, became the heart of this story with the lyrics and composition perfectly narrating the many lows and highs of the featured family’s journey.
“The campaign highlights realestate.com.au’s leading consumer experience. With 10.8 million people visiting the platform each month2, and with more homes for sale than anywhere else, no one is better placed to support Australians in taking the next step in their property journey.
“Our focus on deeply personalising the property experience helps arm property seekers with the right tools, and the confidence, to find their own piece of heaven. As we move into the key spring property season our audience continues to grow and we’re seeing strong consumer engagement with an ongoing uplift in buyer enquiries on our platform.”
Says Laura Popa, head of brand, 72andSunny: “The strategy positions realestate.com.au as a trusted partner empowering and supporting all Australians to progress their property journey. We are really proud to work alongside realestate.com.au, Finch and Kaimera to craft this story and campaign.”
Further iterations of the campaign will focus on realestate.com.au’s property value estimation tool, realEstimate and finding the right home loan with Mortgage Choice as well as exciting new product features.
Client: REA Group
Strategy and creative: 72andSunny
Media agency: Kaimera
Production: Finch
Director: Nick Ball
Executive Producer: Nick Simkins
Producer: Amy Dymond
DOP: Jeremy Rouse ACS
Casting Agency: Peta Einberg Casting
Edit: ARC EDIT
Editor: Elise Butt
Grade: Colour Collective
Colourist: Alex Bickel
VFX: Blockhead VFX
Creative Director: Stefan Coory
Sound: MassiveMusic
Sound Designer: Simon Kane
Sound Producer: Katrina Aquilia
Music Supervision: Michael Szumowski, Big Sync Music
18 Comments
3 days into watching the Olympics coverage, and that Eurogliders song is giving me nightmares.
Is this ad meant to portray the entire experience as such a soulless black hole of an experience? I don’t think this is doing what the agency and the client think it is doing. Swing and a miss tbh
whats the idea
… right up until the bit where they eventually settle on a prestige manor house with olympic swimming pool.
Broke the story for me.
liked it until the same spot, sort of drops the point to the rest of the sequences, Hard to connect how this suddenly baller family would be outbid everywhere else before that.
love this
What’s the platform? There’s no line
Remember when Wieden+Kennedy made this really well in 2022 : https://www.shots.net/news/view/samsungs-sofa-surfing
Sweet spot!
Agreed the production is great. It’s the (lack of any) idea that makes it feel so flat
I saw this whilst watching the Olympics and really liked it. Cute spot, well shot and good sound track.
“The strategy positions realestate.com.au as a trusted partner empowering and supporting all Australians to progress their property journey.”
The ad is a generic reminder that people need to buy houses.
I just thought they moved further and further west until they went full regional. Love the line ‘Where’s the dog?’. Brought it back around.
As a consumer, rather than desperate creative award hunting wannabe, this is a nice idea, well executed.
Good job all.
This is an ad. Not a “platform”.
“The strategy positions realestate.com.au as a trusted partner empowering and supporting all Australians to progress their property journey.”
No, no it doesn’t. Not in the least.
What a massive fail and a missed opportunity
Lots of Nick Ball magic in here too.
Really stands out for its simplicity and execution.
Worryingly it seems the clients believe that that red sofa is going to be some sort of distinctive asset for them 😬