Top Australian property portal realestate.com.au has just announced the launch of a new microsite and social media campaign at freshstartproject.realestate.com.au.
This new microsite highlights realestate.com.au’s partnership with Habitat for Humanity, which will see the real estate portal donate AUD$130,000 to help build low-cost housing for a family in need.
The microsite encourages realestate.com.au’s audience to collect “social bricks” as they use the portal. These bricks will then be added to a “supporters wall”, which realestate.com.au says will acknowledge its contribution to Habitat for Humanity. User’s photos will be published via a virtual montage, and people can also share their involvement with the project via Facebook.
realestate.com.au’s target is to have 1 million bricks donated over the next 32 days, at which time the real-world build will begin. The portal says the family in need will help build the house with volunteers and community members over a two-week period, and that Fresh Start Project fans will be able to track the progress of the build via the microsite.
“The Fresh Start Project is a fully integrated digital campaign which leverages our social media assets using Facebook as the main channel to help spread the word and garner support from socially conscious people,” said Joanne Whyte, realestate.com.au’s general manager for marketing communications and insights.
realestate.com.au worked with digital agency Amnesia Razorfish and media agency Starcom to create this campaign. It follows on from the launch of realestate.com.au’s spring ad campaign, which went live in Sydney, Melbourne and Brisbane over the past few weeks.