realestate.com.au has surged to a new record audience high of 9.3 million as the new Autumn advertising campaign via BWM Dentsu Melbourne begins, leveraging the property platform’s market leadership position of having the largest and most engaged audience.
The ‘Millions More Buyers’ campaign uses modern illustration throughout the brand’s multi- channel approach. Digital, out of home, radio and TV campaigns aim to drive listing activity in the market as the Autumn selling season begins strongly.
The campaign’s 30-second TVC aired nationally for the first time on Sunday evening. The short, illustrated story centres on successful sellers visiting an abstract concept of ‘Australia’s #1 address in property’ and is backed by music from German American duo, Sofi Tukker.
The artist behind the illustrations is London based, Steve Scott. Scott’s style mixes the contemporary with a nod to retro, having worked on a number of high profile illustrative campaigns around the globe.
Chief audience and marketing officer, Melina Cruickshank says following on from the successful Spring campaign ‘Buyers are back’, sellers remain at the heart of realestate.com.au’s Autumn campaign: “We are seeing extraordinary search and enquiry activity on the realestate.com.au platform, which shows we have entered a true ‘sellers market’. It’s an excellent time to sell with so much demand.
“We want sellers to know their properties will be seen by millions more buyers via realestate.com.au, compared with advertising off platform. By advertising on the platform with the #1 reach, sellers will be in the best position to secure a great result.
“We hit a new record in January with a unique audience of 9.3 million across the realestate.com.au platform. We have approximately three times the number of average monthly visits compared to our nearest competitor, reinforcing realestate.com.au as Australia’s clear market leader.”