taps into spring fever with new campaign via M&C Saatchi Melbourne


Screen shot 2010-09-21 at 8.44.59 AM.pngUPDATED TO INCLUDE TVC: Australia’s number one property website has announced the launch of its new above-the-line campaign via M&C Saatchi, Melbourne, kicking off with its latest television commercial which will air this week.

The TV commercial uses time-lapsed and stop motion photography to demonstrate the synergy between spring and moving house, using packing boxes to mimic a flower blooming.

Thumbnail image for realestate.jpgJoanne Whyte, general manager marketing communications & insightsfor said the creative platform for the above-the-linecampaign combines the simplicity of spring, interwoven with the simpleact of unpacking a cardboard box when moving into a new property. “Thecampaign blends two symbolic images of new spring beginnings – thebeauty of a blooming flower and the practicality of an ordinary movingbox, so we linked these ideas creatively tying it back to our realestate audience – and that’s how the ‘blooming box’ idea was born,”said Whyte.

“With spring typically the busiest time of the year for buying andselling activity it’s often the perfect time where many house huntersthink about making a fresh start in life and providesthe link to help ordinary Australians get that fresh start when buyingand selling property,” she said.

The spring campaign was created in collaboration with M&C Saatchi Melbourne, combining the emotion and excitement associated with buying and selling property. The TVC forms part of the wider spring campaign, which last month saw the launch of an exclusive spring mini magazine, featuring a unique blend of lifestyle content and hard-hitting property insights.

As part of the spring campaign, will use a series of integrated channels including traditional and social media, public relations and CSR activity to bring the campaign to life.  It will also be supported by outdoor and online advertising together with local area marketing in the Sydney area, positioning as the number one choice for consumers.

The TVC will run exclusively on the Channel 7 network in Sydney, Melbourne and Brisbane over the next four weeks. M&C Saatchi will work closely alongside media agency Starcom to activate the campaign.

Agency: M&C Saatchi Melbourne

Creative Director: Doogie Chapman

Head of Art: Murray Bransgrove

Head of TV: Karen Muxworthy

Art Director: Connor Beaver

Writer: Aaron Pepper

TV Producer: Jill Wheeler

Group Account Director: Ellie Ward

Account Manager: Nick Darrigan


Production Company: Photoplay Films

Director: Scott Otto Anderson

Producer: Oliver Lawrance


Animator: Nick Donkin

Props Designer: Stephanie Anderson

Props Designer: Lucy Schreiber



GM – Marketing Communications & Insights: Joanne Whyte

Brand & Advertising Manager: Jenny Dickson

Senior Brand Manager: Virginia MacKay