Realestate.com.au captures the highs and lows of property searching, via 72andSunny
Realestate.com.au is calling for all property searchers to persevere as they look for a new home, in a new campaign via 72andSunny.
Designed to reinforce the property website’s deep understanding of the consumer experience, the ‘Keep Moving’ campaign is anchored by a Nick Ball-directed film (available in 60-second, 30-second and 15-second formats) that centres on an Aussie family glued to their couch as they search through suburbia for the next perfect property to call home.
And after a series of failed auctions, realestate.com.au suggests a house that the family falls in love with – and this all plays out to the tune of Eurogliders’ 1984 track, Heaven (Must Be There).
According to Sarah Myers, REA Group’s general manager for audience and marketing, the song choice was intentional for several reasons.
“As a leading Australian brand, we are proud to continue to feature Australian music and work with Australian talent across our campaigns,” Myers said.
“Eurogliders track, ‘Heaven (Must Be There)’, became the heart of this story with the lyrics and composition perfectly narrating the many lows and highs of the featured family’s journey.
“Our focus on deeply personalising the property experience helps arm property seekers with the right tools, and the confidence, to find their own piece of heaven. As we move into the key spring property season our audience continues to grow and we’re seeing strong consumer engagement with an ongoing uplift in buyer enquiries on our platform.”
Outside of its films, the platform is taking a multi-channel approach with help from media agency Kaimera. It will play across YouTube, radio, OOH, social, digital audio, BVOD, TV, digital display and cinema.
“The strategy positions realestate.com.au as a trusted partner empowering and supporting all Australians to progress their property journey,” 72andSunny’s head of brand, Laura Popa, said.
“We are really proud to work alongside realestate.com.au, Finch and Kaimera to craft this story and campaign.”
CREDITS
Client: REA Group
Strategy and creative: 72andSunny
Media agency: Kaimera
Production: Finch
Director: Nick Ball
Executive producer: Nick Simkins
Producer: Amy Dymond
DOP: Jeremy Rouse ACS
Casting Agency: Peta Einberg Casting
Edit: ARC EDIT. Editor: Elise Butt
Grade: Colour Collective. Colourist: Alex Bickel
VFX: Blockhead VFX. Creative director: Stefan Coory
Sound: MassiveMusic. Sound designer: Simon Kane
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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