Campaign TVC and social media material feature Mortgage Choice brokers
REA Group’s property website, realestate.com.au, has launched a new brand campaign aimed at encouraging and motivating buyers, sellers, and renters to “Keep Moving” towards their next home.
The “Keep Moving” campaign is multi-channel, extending across broadcast TV, BVOD, YouTube, out-of-home (OOH), cinema, radio, digital display, digital audio, and social media platforms.
It also includes a TV commercial that integrates Mortgage Choice, REA Group’s mortgage brokerage arm, featuring brokers Melissa Burt (pictured above, far left), Daniel Bowler (picture above, second from left), and Larissa Barton (picture above, second from right).
A social media asset has also been launched featuring Mortgage Choice broker Ben Williams (pictured above, far right), portraying him as a coach helping prospective home buyers get their finances in order.
The campaign, developed in partnership with creative agency 72andSunny, debuted during the Paris Olympics coverage on July 26.
The recently launched campaign, centred on a film directed by Finch’s award-winning Australian director Nick Ball, showcases the ups and downs of finding a new home, highlighting how realestate.com.au can support Australians throughout their property journey. The film is accompanied by Eurogliders’ track “Heaven (Must Be There),” which narrates the emotional journey of a family searching for a new home.
“Our focus on deeply personalising the property experience helps arm property seekers with the right tools, and the confidence, to find their own piece of heaven,” said Sarah Myers, general manager of audience and marketing at REA Group. “As we move into the key spring property season our audience continues to grow, and we’re seeing strong consumer engagement with an ongoing uplift in buyer enquiries on our platform.”
Future iterations of the campaign will spotlight realestate.com.au’s property value estimation tool, realEstimate, and continue to promote Mortgage Choice as an integral part of the home buying process.
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