realestate.com.au has launched its new brand campaign to celebrate the distinctly Australian obsession with real estate, via 72andSunny.
realestate.com.au captures the moments when property finds its way into everyday life. From wondering what a neighbour’s home sold for, to pondering good bones, north-facing backyards and new builds, there’s nothing more Aussie than a real estate obsession.
Product features and experiences including realestate.com.au’s AI Assistant, realEstimate and iGUIDE 3D property tours are featured throughout the spot to reinforce the platform’s role in helping Australians to buy, sell and rent.
Leaning into the brand’s Australian heritage, the campaign features the 1990s hit “I Want You” by Australian pop duo, Savage Garden.
“Aussies have a remarkable ability to turn almost any conversation into a chat about property. As a nation, we just bloody love real estate – that more than half of Australia’s adult population visit our platform each month tells us that. This campaign is a celebration of how realestate.com.au is very much a part of Australian culture,” said REA Group general manager audience marketing Amy Read.
“For more than three decades, realestate.com.au has been connecting buyers and renters with their next home and now more Australians than ever before are choosing our platform. Property search is getting smarter, listings are more immersive and the way property seekers make decisions is evolving, but realestate.com.au is still the app Australians turn to. Throughout the creative you’ll see our latest features like interactive 3D tours and floorplans, walkthrough videos, realEstimate real-time property value estimates and our recently launched AI Assistant.”
Media agency Kaimera has supported the broader campaign rollout. The channel mix will include YouTube, Meta, TikTok and Netflix, while sport will be used to access cultural moments and TV programming, particularly the AFL and NRL finals series. Full decal wraps of the 333 bus will run through east Sydney, with transit and digital large format OOH in New South Wales, Victoria and Queensland markets.
“Nobody knows Australia’s property obsession better than realestate.com.au. We loved the idea of playing with the platform’s deeply embedded role in Australian culture, and hope Aussies see the affection with which we’ve portrayed their property obsession. This was a fun one to make with partners who deeply understand their own brand and its role in Australian life,” said 72andSunny managing director Sophie Skyes.
Credits
Agency: 72 and Sunny
Director: Nick Kelly
Production Company: Mofa
Casting: Peta Einberg, Amber Mosdell, Nash Ferguson
Post Production: ARC
Edit: Graeme Pereira
Edit Assist: Ginger Wooley
Online Artist: Eugene Richards
Online Artist: Chris Betteridge
Online Assist: Christian Misuraca
EP: Winnie O’Neil
Producers: Sally Quade and Maya Kilic
