realestate.com.au sets ‘Beg, Blag, Borrow’ task for young renters in new campaign via MediaCom
realestate.com.au has partnered with MediaCom’s specialist division, MediaCom Beyond Advertising to create the property site’s content production for first time renters entitled ‘Beg, Blag, Borrow’.
With a built in social and digital strategy at its heart, the campaign targets 18 – 25 year olds who are in the process of moving out of their family home for the very first time.
Helping its audience make confident property decisions no matter where they are in the property lifecycle, realestate.com.au’s ‘Beg, Blag Borrow’ is the story of young Australian’s experiencing the challenges that come with real freedom; they’ve found the house and the housemates but they have very little else.
Having identified that moving out and setting up your first home is a rite-of-passage, realestate.com.au set a challenge to a brand new share household of four young Australian residents. With the help of their friends, their new community and each other, they have just eight hours to get their home ready for a surprise party. They can only ‘Beg, Blag or Borrow’ what they need and rely on their wits, charm and enthusiasm. If they can do it, realestate.com.au is going to reward them with an incredible surprise…. A live performance from Falls headline act and ARIA award winners Art Vs. Science.
The campaign comprises a hero film, additional short stories linked to the main story and content produced specifically for Facebook, YouTube, Vine and Instagram, as well as editorial links to drive back to realestate.com.au.
Says Gemma Hunter, executive creative director and head of MBA at MediaCom: “Realestate.com.au are a fantastic client to work with as they are not just a brand but also a publisher, entertainer and technologist. This meant that together we could create a content strategy, production and distribution plan that truly engaged the first time renter audience where and when they are in the moment looking for inspiration, information and involvement with the brand that can answer all their renting and sharing needs.”
Says Ben Lemon, senior manager, brand and product marketing at realestate.com.au: “At realestate.com.au we really believe in the power of combining relevant content with behavioural data to find the right audience at the right time instead of a one size fits all approach. We wanted to create a piece of content, which connects with an audience moving into a house for the first time.
“We know that for this audience their relationship with property is not price, mortgages or renovation. Instead it is freedom, independence and fun. Of course the downside is that when you move into your first house you typically have nothing. We shared this insight with the MediaCom team and very quickly they illustrated their passion for content marketing centered around this insight and it’s ability to deliver results.”
Launching today, the campaign can be viewed on YouTube, Real Estate Australia’s Facebook, Instagram and Vine.
realestate.com.au
Amanda Chase – Executive Manager, Marketing and Brand
Ben Lemon – Senior Manager, Brand & Product Marketing
Lisa Girardello – Consumer Marketing Manager
Rachael Doherty – Social Media Manager
MediaCom
Executive Creative Director – Gemma Hunter
Content Director – Mathew Anastasi
Content Manager/Photography – Andrew Raymond
Content Executive – Ayesha Kiely
Assistants – Matias Salinas & Thomas Russell
Account Manager – Germaine Ooi
Group Business Director – Amanda Hurst
Media Executive – James Lovelock
Digital Manager – Alvin Cheang
Production
Production Company – AIRBAG
Director – Sarah-Jane Woulahan
Producer – Jane Liscombe Poppy Jones
DOP – Katie Milwright
Editor – Florence Mathilde Holmes
14 Comments
Holy steaming shitballs Batman.
That nasty.
I don’t get it. Am I supposed to believe that this scenario is real?
I would imagine a 18-25 year old target market would be even more cunning than me, given what is thrown at them on a daily basis.
Judging from the zero comments on the video, I’m imagining it’s been seeded to get that view count to where it is.
https://media.giphy.com/media/ifxLK48cnyDDi/giphy.gif
TAKE IT OUT OF MY HEAD – WHY CAN’T IT BE UNSEEN!?!?!?!?!
Seriously?
If you’re in advertising or marketing, and you had anything to do with this unbelievably poor piece of work, you need to take a good hard look at yourself. Honestly.
Because you’re very, very bad at your job, and you should be doing something else.
This is repulsive. Not only is this a false representation of sharehouse living in every way possible, it is completely and utterly pointless.
It’s fun – i enjoyed it!
No it isn’t, and no you didn’t.
Leave content creation to the big boys and go back to booking media
Clever
This is just terrible. At least my life can only go up from here after watching this steaming pile of pain. How did ANYONE think this was a good idea?
Oh dear god, that was the most contrived thing I think I’ve ever seen in my life.
@You understand me — exactly.
@@relax — Amen.
Seems the agency is not too pleased
honestly, what the fuck.
And… there’s no call to action- so what is it even promoting? What do you want me to do?