Arnold Schwarzenegger confuses Australia for Austria in new campaign has created a new brand campaign using Hollywood star and former Governor of California Arnold Schwarzenegger, who confuses Australia and his homeland Austria, using the site to search for a new house to move home.

The new campaign called ‘Australia Lives Here’, created by BWM Melbourne, was roadblocked across across all free-to-air TV as well as the major digital advertising networks at 6.20pm to in what it is calling a “high impact” launch for the multi-million dollar push the company claims is an Australian first.

The first ad of seven starring Arnie shows the actor talking to his assistant saying he wants to move back to Austria, then telling him about thinking that ‘.au’ is an Austrian site, and how much has homeland seemed to have changed since he lived there.

Group manager marketing strategy, Natalie Feehan, said in a statement: “Australia lives here is the culmination of six months of work refining and re-articulating the brand strategy to support’s future growth.

“The brand has been known and widely accepted as Australia’s number one property site. The fact is, we know our audience engages with our site throughout the property cycle, not just when they are buying and selling, so we wanted to expand perception of the site by creating an engaging campaign that tells a story.

“Through Arnie’s discovery of, we get to see other parts of the site that are helpful for consumers like suburb profiles, sold price information, investment data and editorial content.”

Whilst Schwarzenegger stars in the new ads, there are also a series of video diaries from his Australian assistant Dylan, who runs through the features of the site.

In the statement Schwarzenegger said he had enjoyed the filming, adding: “I had such a fantastic experience making the commercials for with acclaimed American comedy director John Hamburg.

“I learnt a lot about Australia in the process, like how to say Wagga Wagga. I also found it’s hard to find a home with a cheese cave or professionally equipped gym.”

BWM’s managing director Mark Watkin said the choice of Schwarzenegger was deliberately left-field, adding: “When we conceived the creative idea of Arnold as the lead character, it was because we wanted cut through and to make people think differently about the brand.

“The campaign ultimately is about discovery; so that people are curious to find out more.”

On the decision to roadblock gthe campaign across other channels Mediacom CEO Mark Pejic said: “The media schedule was planned to amplify the high impact of creative at launch in a way that would get Australia’s attention.

“Beyond launch, it’s really interesting to see a story like this play out over time across television, online, social media, print and outdoor media.”

The campaign will also be utilising Twitter with the hashtag #ausliveshere and with a handle created for the assistant @dylanblocke.


Natalie Feehan – Group Manager Marketing Strategy,

Sarah Coghlan – Head of Brand Strategy,

Ben Lemon – Brand Marketing Manager,

Mark Watkin – Group Managing Director, BWM

Murray White – Executive Creative Director, BWM

Mark Pejic – Managing Director, Mediacom

Karl Treacher – CEO, Brand Institute of Australia



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