Realestate.com.au launches new work via 72andSunny
Building on the success of last year’s ‘Keep Moving’ campaign, realestate.com.au has launched new work via 72andSunny which highlights AI product features and keeps an Australian track front and centre.
‘Keep Moving’ launched last year, following one family’s journey on the search for a new property to call home. Set to the Eurogliders’ 1984 track ‘Heaven (Must Be There)’, the family, glued to their red couch, go through a series of failed auctions before finding the perfect place.
“We loved the creativity and [72andSunny] were really great partners to work with, so we set out to make the next part of that story,” Sarah Myers, REA Group’s general manager, audience and marketing, told Mumbrella.
“This next piece is like a part B, they’re very complementary.”
The new campaign, directed by Finch’s Zia Mandviwalla, instead follows a number of Aussies in different phases of life, dialing into various relatable moments. The creative heroes new immersive and AI-powered app features, including virtual property tours and AI highlights.
It again uses the Eurogliders song as a soundtrack, which Myers said she specifically wanted to “hold onto”.
“When you hear those chimes at the beginning, so many people say they instantly know it as realestate.com.au. We know the power of mnemonic-based pieces, there’s so many ways you can reach and connect with consumers, and we believe this song has worked really well for us,” she said.
“And as an Australian brand, we’re all really passionate about trying to sell Australian stories, things that Aussies can relate to. Using Australian music works well, and the Eurogliders track has become synonymous with realestate.com.au.”
The campaign effectively balances the need to market the product and its features with emotional storytelling, according to Myers. She said this was of utmost importance — a sentiment echoed by 72andSunny’s chief creative officer, Wez Hawes.
“At 72andSunny, we’ve long believed advertising should be as engaging and useful as the product it represents,” he said in a release.
“This campaign brings that to life — putting the product at the centre through emotionally resonant stories designed for how people consume media today.”
Myers said the agency helped REA Group fulfill the ambition of doing brand and product work without pulling them far apart.
“My ambition in this space was to try and bring that as close as we possibly could together, and that’s not often an easy thing to do,” she told Mumbrella. “But I think we’ve done a fairly good job across the many spots we have.”
The campaign is also running across vertical video platforms, designed by We Know Video. Additional bespoke assets have been created for Tiktok, Youtube Shorts, and Instagram Reels.
“We’ve got so many different stories and snippets that will extend the campaign in such a great way,” Myers said. “So depending on what platform it is, we’ve changed the beats up and we’ve really tuned into making sure we can confidently say that we’ve maximised each piece of creative to be as platform-first as we possibly can.
“You want to feel authentic to platforms, not just cutting down what you’re putting on broadcast and dumping in onto platforms, because that doesn’t cut it.”
The campaign is live across TV, BVOD, SVOD, Youtube, OOH, radio, digital audio, digital display, and social channels, via indie media agency Kaimera.
Credits:
Client: realestate.com.au
Melina Cruickshank – Chief Product & Audience Officer
Sarah Myers – General Manager, Audience & Marketing
Chris Reeves – Executive Manager, Consumer Marketing
Creative: 72andSunny
Media: Kaimera
Production:
Director: Zia Mandviwalla
Production Company: Finch
Casting: Citizen Jane
Offline Edit: ARC EDIT
Post Production: ARC EDIT / White Chocolate
Sound Studio: Sonar Music
Music Supervision: Big Sync Music
Photographer: Dan Gosse
Social Production Company: We Know Video
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Lauren McNamara is a freelance journalist contributing to Mumbrella. She previously spent three years at the publication, most recently as the associate editor. She first joined in 2022 after completing a Bachelor of Communications (Journalism) at UTS. She left her staff role at Mumbrella in August 2025.
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