Australia – realestate.com.au has launched a new brand campaign in partnership with creative agency 72andSunny Sydney, continuing their collaborative efforts following last year’s Keep Moving campaign.
The latest campaign captures everyday conversations Australians are having about property through a series of short, slice-of-life vignettes. These stories are designed to highlight the platform’s recently updated, AI-powered app features aimed at making the property journey easier and more immersive for the more than 12 million monthly users of realestate.com.au.
Sarah Myers, general manager of audience & marketing at REA Group, said, “More Australians are choosing realestate.com.au than ever before because we’re able to personalise their property journey and engage them with immersive experiences. We’re a brand that doesn’t just talk about innovation, we build it into every product feature and every piece of creative. We’re proud to showcase the newest features from our spring release including AI-powered property highlights, immersive virtual property walkthroughs and enhanced real-time property value estimates.”
Directed by Zia Mandviwalla from Finch, the centrepiece of the campaign is a new film that premiered on Sunday, 3 August. The multichannel rollout includes placements across TV, BVOD, SVOD, YouTube, out-of-home (OOH), radio, digital audio, display, and social channels, with media strategy managed by Kaimera.
Sarah added, “We took a platform-first approach and partnered with We Know Video to extend our campaign stories beyond film with additional bespoke vertical video assets created for TikTok, YouTube Shorts and Instagram Reels.”
She also noted, “With more than 1 in 2 Australian adults choosing to spend their time on realestate.com.au every month, and the brand recently being named as one of Australia’s most valuable [brand], we’re proud to continue to feature authentic Australian stories, talent and music across our campaigns. The much-loved Eurogliders track ‘Heaven (Must Be There)’ has become synonymous with the realestate.com.au brand over the past year and we knew it would be a great fit to continue it in this new campaign.”
Meanwhile, Wez Hawes, chief creative officer at 72andSunny, commented, “At 72andSunny, we’ve long believed advertising should be as engaging and useful as the product it represents. This campaign brings that to life — putting the product at the centre through emotionally resonant stories designed for how people consume media today.”
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