Ray White creates city-wide hide and seek game for latest advertising push

Legacy real estate brand Ray White has launched a campaign in a bid to convince reticent buyers and sellers to stop procrastinating and act now.

The message of the campaign, according to the brand’s head of marketing Lisa Pennell, is that Ray White will be ready when buyers and sellers “decide to come out and play”.

The TVC, filmed in Sydney’s Sutherland Shire, features a cohort of adults attempting to beat each other in a hide and seek battle.

Last year, the now 117-year-old company launched its first series of commercials featuring media personality Rhys Muldoon. The campaign centred on the Great Australian Dream and the various landmarks and locations around Australia which are “great”.

The campaign then rolled out nationally on television this year.

Ray White’s managing director Dan White said he was proud of the inroads the company had made in its marketing efforts in recent years.

“As the environment in which our agents operate continues to change, we have invested heavily in the marketing space to ensure our brand remains top of mind for our clients,” he said.

“Our strategy is working and the sentiment is overwhelmingly positive and we are recording year-on-year growth in market share.”

Pennell said she’s not comfortable bragging about Ray White’s size and scale. Instead, the campaign attempts to bring some positivity back to a market which has been plagued by uncertainty and downward pressures.

“We are a great Australia-based real estate company and we want to continue to push the boundaries of what is expected from the real estate industry,” Pennell said.

“Last year we created a buzz in the industry with our Great campaign, so this new driver was the natural extension for the current market.

“We understand that there’s been a lot of nervousness in the market over the last 18 months but since the federal election and two successive rate cuts the market has shifted a gear. You can feel it in the air – our auction clearance rates are at two-year highs,” she said.

“Hide and Seek is an opportunity for us to address any lingering uncertainty and create a positive, fun, cheeky campaign that appeals to all our customers.”


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