Meerkats creates new campaign for REIWA to help launch the all-new reiwa.com
The launch of the new reiwa.com marks a significant phase in the history of REIWA, and the real estate industry in WA. The new site comes with numerous improvements to rival national competitor portals. The goal is for reiwa.com to become the number one online destination for WA real estate.
To launch the site, Meerkats has created an integrated campaign, featuring a new 30 sec. television spot.
The line Be WA Street Smart was born out of the requirement to differentiate the REIWA offering from the major competitors and also to give West Aussies a sense of empowerment that they are visiting the site that deeply understands the WA market.
The campaign hones in on the insight that when anyone is in the market for a home, everyone seems to chime in with their opinion on what and where people should buy. These people became known during campaign development as Opinionators – and so our campaign was born.
The 30 second launch TVC dramatises this opinion bombardment, with the solution being to get the facts from the new reiwa.com. The 30 second launch TVC is backed up by 15 second spots where an individual Opinionator is delivering his or her opinion in a way that makes the viewer feel slightly awkward, with the only solution to go to the new reiwa.com for the facts.
This launch TVC campaign coincides with a strong digital presence comprising targeted traditional and special build banners delivering viewers directly to the new site. The more traditional avenues of outdoor and radio were also used to drive brand awareness.
Credits:
Client: Lisa Ravlich and Stephanie Doeltsch
Creative team: Paul Coghlan and Paulina Hobbs
Agency Producer: Nicole Beer
Account Director: Suzanne Stirling
Production Company: EXIT
Director: Grantley Smith
Producer: Vivienne Jaspers
4 Comments
Nice work guys. Good strategy and very nicely executed. Best thing you guys have done for a long time.
agreed. solid work P&P.
Agree with Jon, nice solid spots but the question needs to be asked – There’s no overwhelming degree of difficulty here, so why was it deemed necessary to use an Eastern States production company when a number of equally talented locals could have done just as good a job? Is the local creative industry that determined to kill the local production industry?
Well done to the creatives. Love the idea and execution – especially the casting. In fact, casting is probably one reason why you would go east for something like this… the local talent pool just doesn’t give you the same depth. Unless the talent they used are locals, which then just totally destroys my argument and leaves me sounding like a dumb twat.