Everyday property conversations lead realestate.com.au brand refresh
Wez Hawes: 'This campaign brings that to life — putting the product at the centre through emotionally resonant stories designed for how people consume media today.'
realestate.com.au has launched a new brand campaign with creative agency 72andSunny Sydney, focusing on the everyday property conversations Australians have.
The campaign builds on last year’s Keep Moving platform, using a series of short stories to highlight new AI-powered features in the realestate.com.au app, including property highlights, virtual walkthroughs, and real-time value estimates.
"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," Sarah Myers, General Manager Audience & Marketing at REA Group, said.
"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," she added.
The campaign’s central film, directed by Zia Mandviwalla via Finch, launched on 3 August and will run across TV, BVOD, SVOD, YouTube, OOH, radio, digital audio, display, and social channels. Independent media agency Kaimera is managing the media rollout.
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A platform-first approach was used for TikTok, YouTube Shorts, and Instagram Reels, with additional vertical video assets developed in partnership with We Know Video.
The soundtrack continues the use of Eurogliders’ Heaven (Must Be There), which has become a recognisable feature of the brand’s advertising.
“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,” Myers said.
“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*, 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.”
Wez Hawes, 72andSunny’s Chief Creative Officer, said: "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.”
Credits
Client: realestate.com.au
Creative: 72andSunny
Media: Kaimera
Director: Zia Mandviwalla
Production Company: Finch
Casting: Citizen Jane
Offline Edit: ARC EDIT
Post Production: ARC EDIT / White Chocolate
Sound Studio: Sonar Music
Music Supervision: Big Sync Music
Photographer: Dan Gosse
Social Production Company: We Know Video
realestate.com.au
Melina Cruickshank – Chief Product & Audience Officer
Sarah Myers – General Manager, Audience & Marketing
Chris Reeves – Executive Manager, Consumer Marketing
