New marketing campaign hits home

Australia’s passion for real estate continues in 2022 with 12.6 million Australians visiting every month in search of the next property to call home.

The latest campaign from explores the wide range of homes in which Australians spend their lives.

From renting a patio with roommates to renovating the “worst house on the best street” and upgrading to “that special house to house your fleet”, the new creation explores the narrative that there is has a special house for you – and this is the house.

Launched nationwide on Saturday night’s broadcast of the Australian Open finals, music from Australian duo Angus and Julia Stone completed the vision of the subtle ways humans interact with their homes, suggesting that realestate is there for every stage of the homeownership lifecycle.

The campaign uses various property drone photographs captured in Sydney, Melbourne and Brisbane and will be used in localized outdoor locations and digital signage.

Chief consumer marketing officer Sarah Myers said there was no doubt that Australians love property.

“ is now Australia’s seventh largest online brand, with Australians using our platforms as part of their daily lives,” said Ms Myers.

“Of the 12.6 million people who visit on average each month, 6.7 million are exclusive to our site.

“Whether someone is buying, selling, or just dreaming of owning, we know and understand our audience and there remains a lot of activity and optimism. We leverage our behavioral data and market trends to form the foundation of our brand positioning and our communication strategy.”

The creation was brought to life by the Brand+Story team with Thinkerbell for the creative strategy.

The multi-channel campaign will feature prominently in news and entertainment content on Channel 7, 9 10 and BVOD and will be complemented by online video, social media, outdoor, digital and audio displays.

William L. Hart