In a bold but light-hearted move REA have launched their new website offering with an advertising campaign around feeding Aussies’ property obsession.
In a Press Releases issued today, “Created by Sydney-based digital agency, Amnesia Razorfish, the campaign plays on Australia’s national obsession with searching for property online. The roll-out includes a microsite packed with video content, traffic driving activity and a social media outreach program.
The microsite called househunters.realestate.com.au will showcase nine short video clips which have been created to poke fun at the extreme lengths that Aussies will go to in order to secure their dream property.
Feature characters in the video clips include a voyeuristic woman who spies on people living in her favourite neighbourhood to feed her property obsession and the average bloke who turns into a heavy metal maniac to get rid of the competition.
Promo Video for ‘Gallery View
Promo Video for ‘Compare’
Henry Ruiz, General Manager Consumer Marketing at realestate.com.au, said: “We know how competitive the property market is and realestate.com.au’s new features and benefits have been added to the site to give property seekers the upper hand.”
“This campaign is a great way to communicate the enhanced realestate.com.au site to our consumers and furthers our ongoing strategy to continue to innovate and provide a superior user experience,” concluded Henry.
The microsite and video content will be supported by a social media outreach program incorporating Facebook, Twitter and YouTube whereby consumers will be invited to share their own crazy stories about their obsession with property hunting.
A specially created game hosted on Facebook will also be launched in late April to further engage consumers with the realestate.com.au site who will have the chance to win $50,000 to put towards their dream home.”
Earlier today I spoke with Henry Ruiz, General Manager Consumer Marketing at realestate.com.au and discussed the fine line between creating an effective viral marketing campaign that is in-tune with consumers to generate lots of extra traffic and keeping their agent clients happy at the same time.
Interested to hear B2 readers thoughts about this campaign.