Trade Me Property celebrates how Kiwis live in new campaign via Special New Zealand

Trade Me Property has launched a new brand campaign developed by Special New Zealand, celebrating the myriad of ways Kiwis can live, all found on the platform with the most property listings in the country.

 

The campaign is built on research revealing that the number one reason Kiwis choose a property site is the number of listings available. Trade Me Property has had more residential listings than its competitors for more than 20 years in a row, giving New Zealanders more choice within their budget and region.

Samuel Rae, Brand Manager at Trade Me, said the campaign aims to connect with Kiwi on a more emotional level: “Home isn’t just about where you live; it’s about how you live. We wanted to celebrate this insight, showing Kiwi that we offer more possibilities to live their way. Whether it’s a first-home doer-upper, a blissful beachside bach, or a decadent 1900s villa, you can find a whole new way of living on Trade Me Property.”

The campaign also marks the return of the much-loved Kev, the iconic Trade Me blue Kiwi.

Rae said Kev is back as a mischievous and curious navigator, playfully leading viewers through a world of endless possibilities: “We’re excited to bring Kev back in our latest campaign. He’s such a beloved character and perfectly embodies the curious spirit of Kiwi searching for their next home.

“Kev acts as a guide, leading people through the huge range of properties on Trade Me and showing them that finding a new home is really about finding a whole new way to live.”

Client: Trade Me
Samuel Rae, Brand Manager
Caleb Carnie, Creative Lead
Jesse Waipara, Marketing Manager
Shelley Smith, Head of Property Consumer Marketing
Emily Turnbull, Property Audience Director

Creative Agency: Special New Zealand
Production Company: Assembly
Media Agency: MBM
Research Agency: TRA

 

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