Top Australian property portal realestate.com.au has launched a “cheeky” new brand campaign targeting Sydney and regional Queensland.
“The campaign features a series of quirky images whereby homeowners are caught unaware in the bathroom and bedroom as property seekers inspect their properties,” explains Jenny Dickson, realestate.com.au’s brand and advertising manager.
The campaign includes a mix of advertising via outdoor city lights, bus shelters and wraps and local newspaper advertising to encourage buyers and sellers to get prepared for the autumn-winter buying and selling period.
Local area marketing will include promotional scooters encouraging buyers and sellers to get prepared for their “visitors,” with T2 tea bags as promotional giveaways at open for inspections and auctions.
“For the first time, we have embedded quick response (QR) codes into the creative in relevant media that has dwell time such as bus shelters and local newspapers, to make it easier for consumers to download our new Android and iPhone apps – something that is becoming increasingly popular with the growth of smartphones,” adds Dickson.
realestate.com.au just released its Android app, and says its iPhone app has now been downloaded over 184,000 times. The portal’s last promotional campaign, which included a microsite and social media component, picked up first prize at the Creative Showcase 5.3 awards for digital advertising.