REA Group-owned property site realestate.com.au has unveiled its new brand strategy and creative platform, Keep Moving, via brand building creative agency 72andSunny. The campaign targets Australian home buyers, sellers, and renters on their property journey.
The centrepiece of the campaign is its hero film directed by Nick Ball of Finch. It tells the story of the ups and downs of finding a new home and debuted on Saturday 27 July, during the coverage of the 2024 Paris Olympics.
“We are proud to continue to feature Australian music and work with Australian talent across our campaigns,” said REA Group general manager audience and marketing, Sarah Myers.
“Eurogliders‘ track, Heaven (Must Be There), became the heart of this story with the lyrics and composition perfectly narrating the many lows and highs of the featured family’s journey.”
Myers continued: “Our focus on deeply personalising the property experience helps arm property seekers with the right tools, and the confidence, to find their own piece of heaven.”
The multi-channel campaign will roll out across TV, BVOD, YouTube, OOH, cinema, radio, digital display, digital audio, and social media through independent media agency, Kaimera.
“The strategy positions realestate.com.au as a trusted partner empowering and supporting all Australians to progress their property journey,” added head of brand at 72andSunny, Laura Popa.
The work for realeastate.com.au follows 72andSunny’s June launch of The Strategy Studio, a global consultancy service for clients looking to drive growth. The Strategy Studio operates in 72andSunny’s global locations – Sydney, New York, Los Angeles, and Amsterdam – leveraging international resources to uncover the latest global insights and trends.
Earlier this year, Google Pixel partnered with 72andSunny for its campaign activation at the Australian Open, marking its entry into the tournament as the Official Smartphone and Official Camera.
See also: 72andSunny launches The Strategy Studio, Miné Cakmak and Aviva Mann return