Realestate.com.au targets commuters in outdoor Spring campaign
Property giant Realestate.com.au has rolled out a creative out-of-home campaign for Spring, the prime season for property sales.
In partnership with JCDecaux, Kaimera, and 72andSunny, the Keep Moving campaign targets commuters in Melbourne and Sydney CBD.
Realestate.com.au has transformed the steps at Southern Cross Station in Melbourne and Central Station in Sydney, highlighting its support in helping passersby ‘take the next step’ in their property journey.
The property site has also erected the red couch featured in the campaign’s TVC at the Campbell Parade bus stop in Bondi Beach.
The campaign track, Heaven (Must Be There) by Australian band Eurogliders, provides the backing track for commuters to browse live local listings on the interactive side panel at the stop.
A similar build will launch in Fitzroy in Melbourne’s inner north later this month.
REA group general manager of audience and marketing, Sarah Myers, said realestate.com.au hit an all-time high audience of 11.58 million in July and a record unique audience lead over its nearest competitor of 5.08 million people: “We’re thrilled to bring these innovative outdoor executions into the campaign to provide consumers with an engaging brand experience and encourage them to ‘keep moving’ into the spring property season.”
JCDecaux NSW sales director Morgan Hannaford added: “With this campaign, realestate.com.au reinforces its role as a trusted property companion for Australians.
“Through tailoring creatives by city and expanding the format across station dominations and special builds, we’re making sure realestate.com.au stays top of mind, and part of the conversation when people think about property.”
Realestate.com.au’s multi-channel campaign launched in late July, aligned with the Paris Olympics.
Keep up to date with the latest in media and marketing
Have your say