REA Group has launched its first-ever integrated campaign with a non-real estate advertiser with Jeep, ‘Grand Land’.
The promotional partnership is the first integrated campaign that realestate.com.au has had with a brand outside its core of real estate agencies.
The Grand Land promotion, created by Jeep’s agencies Cummins & Partners and Maxus, offers REA users the opportunity to test drive a Jeep Grand Cherokee and to go into a draw for a $100,000 plot of land anywhere in Australia.
REA created a custom API under the campaign banner that lists plots of land anywhere in Australia valued at below $100,000.
In a first for the site, the Jeep brand will be integrated into an artist’s impression of the promotion on the REA homepage.
Libby Minogue, executive general manager of media at REA Group, said the campaign is also the first to come from REA Group’s recently created Brand Partnership team.
“From the minute Maxus first approached us, we could see this campaign would be a fantastic opportunity to partner with Jeep and deliver unique value through the combination of our unique audience of 3.6 million a month and our in-depth understanding of the property journey,” Minogue said.
Maxus’ head of innovation and partnerships, Shivani Maharaj, said: “REA was the perfect fit for the campaign given its real estate offering. What’s more, REA didn’t think about this as a media buy; it was a true partnership.”
The campaign is being promoted across REA Group’s media channels, including mobile and social.