REA takes Attenborough-style approach to life at home
REA Real Estate has ventured into online video content marketing with a series of videos featuring an actor playing BBC naturalist David Attenborough.
The ‘Life at Home’ campaign shows ‘Attenborough’ examining the lives of young people who live with their parents and identifies three distinct species: the ‘Mumma’s Boyous Dependus’ (mummy’s boy) ‘Video Gameth Addictuth’ (video game addict) and Footwearus Collectum, (shoe obsessive).
The ads filmed and scriped by Guerilla Creative, promote property site realestate.com.au as a destination for young people looking to move out of home by renting or sharing a place away from their parents.
They feature on a new realestate.com.au blog and REA Group marketing strategy manager Natalie Feehan said she hopes it will be the first of many video series to come.
She said: “We wanted to reach this group in a fun and unique way to help them to understand the benefits and ease of moving out of home and the tools available to help their search on realestate.com.au.
“We’re hopeful this video, distributed through our social media channels, will reach the target audience and encourage a few of them to leave the nest.”
In the second part of the series Attenborough follows up on the video game obsessed character after he has moved to a new home and the third part shows what happens when things don’t work out for the mummy’s boy.
‘Life at Home’ Part II
‘Life at Home’ Part III
Who are these ads targeting?
I can’t see these resonating with either parents or 20-somethings.
I want those 3 minutes of my life back.
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Funny
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Won’t comment on the creative, but would be really interested to hear about their distribution strategy as they’ve obviously made an investment in content.
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