Realestate.com.au uses iconic Aussie song in new campaign

Property website realestate.com.au has launched its new brand campaign celebrating the distinctly Australian obsession with real estate, via 72andSunny.

The creative brings to life the idea that this national obsession has a home, realestate.com.au, and reinforces the brand’s leadership position. realestate.com.au has more homes for sale than anywhere else and 9 in 10 residential property seekers use the platform each month on average*[1]*.

Key product features and experiences including realestate.com.au’s AI Assistant, realEstimate and iGUIDE 3D property tours are featured throughout the campaign reinforcing the platform’s role in helping Australians to buy, sell and rent with greater confidence.

Leaning into the brand’s Australian heritage and its history of favouring Aussie tracks in its advertising, the campaign features the iconic 1990s hit “I Want You” by much-loved Australian pop duo, Savage Garden.

 

 

 

 

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“As a nation, we just bloody love real estate”

REA Group General Manager Audience and Marketing, Amy Read, said: 

“Aussies have a remarkable ability to turn almost any conversation into a chat about property. As a nation, we just bloody love real estate – that more than half of Australia’s adult population visit our platform each month tells us that*[2]*. 

"This campaign is a celebration of how realestate.com.au is very much a part of Australian culture.

“For more than three decades, realestate.com.au has been connecting buyers and renters with their next home and now more Australians than ever before are choosing our platform*[3]. 

"Property search is getting smarter, listings are more immersive and the way property seekers make decisions is evolving, but realestate.com.au is still the app Australians turn to[4]*. 

"Throughout the creative you’ll see our latest features like interactive 3D tours and floorplans, walkthrough videos, realEstimate real-time property value estimates and our recently launched AI Assistant.”

How the new campaign will be distributed

Campaign activity will maintain a broad, high-visibility channel mix, with media agency Kaimera supporting the broader campaign rollout. The channel mix will include YouTube, Meta, TikTok and Netflix to ensure an always on presence, while sport will be used to access key cultural moments and top-rating TV programming, particularly the AFL and NRL finals series. 

Full decal wraps of the iconic 333 bus will run through east Sydney, with transit and digital large format OOH in New South Wales, Victoria and Queensland markets.

72andSunny Managing Director, Sophie Sykes, said: 

“Nobody knows Australia’s property obsession better than realestate.com.au. We loved the idea of playing with the platform’s deeply embedded role in Australian culture, and hope Aussies see the affection with which we’ve portrayed their property obsession. 

"This was a fun one to make with partners who deeply understand their own brand and its role in Australian life.”

Credits

Agency: 72 and Sunny

Director: Nick Kelly

Production Company: Mofa

Casting: Peta Einberg, Amber Mosdell, Nash Ferguson

Post Production: ARC

Edit: Graeme Pereira

Edit Assist: Ginger Wooley

Online Artist: Eugene Richards

Online Artist: Chris Betteridge

Online Assist: Christian Misuraca

EP: Winnie O’Neil

Producers: Sally Quade and Maya Kilic

Sound: Rumble

Sound Designer: Anthony Aston

Sound Design Assist: Lucy Best

EP: Michael Gie

Music Supervision: Anton at Trailer Media

Media Agency: Kaimera