realestate.com.au unpacks new campaign
Property site realestate.com.au has launched a TV advertising drive with its campaign driven by a time lapse animation of moving boxes unpacking themselves.
The campaign was created by M&C Saatchi Melbourne.
Joanne Whyte, GM of marketing communications & insights for realestate.com.au said: “The campaign blends two symbolic images of new spring beginnings – the beauty of a blooming flower and the practicality of an ordinary moving box, so we linked these ideas creatively tying it back to our real estate audience.”
The TV campaign, planned by Starcom, will run on Seven. It will also run on outdoor and online.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Indulgent posing. I guess as a number one site, they don’t have to try too hard, but this feels like an Agency trying to win an award to me.
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Missing a bit of a “human touch” i think
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Boring…
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Why on earth highlight the unpacking aspect of moving. Zero insight. Does nothing to build the brand. Dull.
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So much thought behind that add….it is terribly boring and not exciting. It reminds me of the boredom of moving of packing boxes. Not exciting at all. What was Saatchi and Saatchi thinking???????
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All I can think of when I watch this ad is IKEA. Well done whoever did that ad!
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