realestate.com.au launches new ‘Millions More Buyers’ Autumn campaign via BWM Dentsu
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.”
What is this incoherent shit? The storyline makes absolutely no sense.
Who did the animation?
You’ve got the wealth of talent of Jackie Winter and the other illustration agencies here and you go get a UK Illustrator. Cool cool cool cool cool.
Who animated it? Would be nice to see some credits on this. CB, can you please start asking for full credits including design and post as a requirement to publish?
Cool to see quality animation hitting the screens.
Dig this modern style of advertising at realestate.com.au.
Seems BWM are producing some high quality courageous advertising. Is there a 60 second version?
This work is amazing. AMAZING. How on earth did BWM Melbourne manage to come up with such incredible, fresh, high-concept work? The are SOOOO courageous – it takes real courage to produce solid gold like this. Wow. I love it. And screw the 60, I hope there’s a 120. In fact, I hope there’s a feature-film length version of this, because move over Pixar, there’s a new king of high-quality courageous work in town. Take a bow, BWM Melbourne, because this is just fantastic work.
You’re a right knob, aren’t ya! Pathetic.
Just having a laugh at the ridiculous gushing from BWM staff above. I mean, come on.
Apologies for disagreeing with the glowing praise from BWM staffers, but I can evaluate this work in one word: flaccid.
You’d know all about that eh
Yep, it hasn’t moved for decades.
Really loving this fresh modern style for the real estate category. Hope there’s a series of these!
Nice evolution of the brand.
The illustrator does have an Aussie passport as far as I recall, and is actually repped by Jacky Winter.
Not sure why the animation team didn’t get a plug, but hey I don’t work for them or the agency.
Phil, want to get a beer next week?
Could someone please explain the story to me?
Really? There’s lots of people on our website so you should sell your house on it?
Also, don’t the real estate agents place the property ads in both domain and realestate.com for the seller? Why is this ad necessary?
It’s like this: A random couple is walking down a random street. They see a random dog barking at a random phone on the ground. Picking up the phone, they discover that it’s playing dreadful music and flashing a picture of a little house. This somehow tips them off that they need to walk through the worst fucking party digs since new years at Melrose Place, completely uninvited, and reunite the dog with the weird old man on the top floor, who may or may not be a sex pest. This is somehow meant to get Australians to list their property on realestate.com.au. How exactly didn’t you get that?
Spot on @Seriously! for the life of me, I can not figure out what is going on and how this agency storyboarded this concept to convince the marketing team this says buy or sell real estate. coliving is the future?
There’s probably a reason why the creative team haven’t made sure they got a credit, having spent the last couple of months having their arms twisted to produce this. Jesus, I know the feeling and anybody who doesn’t, doesn’t work in this industry.
Big fan of Steve Scott! Beautifully illustrated and art directed. Shame no animation credits though as I’m curious who did it. It’s really well done.