THE BRAND DOES RESEARCH FOR REIWA
July 28 2008, 7:13 pm | | 24 Comments
A new TV spot from The Brand Agency shows what happens if you don’t do your research on reiwa.com before buying a house. The spot was created by Rikki Burns and James Willis and shot by Rob Forsythe from Factor 30. Two radio ads are also part of the campaign.
See the TVC.
Listen to the first “Planes” radio spot.
Listen to the second “Trains” radio spot.
24 Comments
Love it. Great campaign guys. Awesome to see some really cool, non-scam work. Radio is brilliant too James.
Yes I particularly like the radio too.
8.45am you mention “non-scam work” like scam ads are a big problem in Perth. I can’t see why it is even a discussion point as Perth is hardly known for scam ads. As far as I can see no Perth agency has a scam reputation.
Come on, most really nice ‘awardy’ type work for Perth agencies is usually scammy (or at least ‘proactive’).
Very few clients actually want highly creative work in this city. No agency has a scam reputation, but we all do it to win awards, you have to.
Marketforce are the exception though, Tinning has a great knack for getting his clients to approve good creative. But I’m sure some of that work is not for actual briefs.
I have been in a couple of presentations where the creatives have sold their great creative idea but when it is produced it turns out it wasn’t that great after all.
Interesting discussion point 8.45, but off the top of my head I can’t think of a single Perth award-winning ad that is a scam. If an ad appeared and it hadn’t been signed off by the client all hell would break loose. Being proactive is a completely different thing. I believe it is the job of every creative to come up with ideas for their clients. Should they only do this when they have a brief in front of them and the clock is running?
And I would use reiwa.com over realestate.com.au why? Nicely directed and acted spot, unfortunately does nothing to sell on the challenger product. If you’re the challenger you have to give me some meaningful reason (either tangible or emotional) to move.
It would seem the creatives did their job based on the brief they had, unfortunately the TV brief is incredibly lazy.
I have no idea where you work 8.45, but if your agency is producing scam work they’re very clever in passing it off, because like Kim, I’ve never seen scam work done in a Perth agency.
For a start, most agencies just don’t have the slush fund to produce an ad which the client didn’t ask for and might reject. Secondly, most companies are (reasonably) ethical and scam ads are generally frowned upon. We’d all like to think we can do good ads that the client’s actually requested, even in little old Perth…
2.42 doesn’t the ad say you should do your research before you buy, which suggests REIWA knows local neighbourhoods better? Or maybe they just wanted to engage the viewer in a nice little story? “Success as a Challenger comes through developing a very clear sense of who or what you are” (Adam Morgan). Personally I like the fact they don’t take themselves too seriously. Unlike some real estate people and most bloggers.
I thought the radio spots were complete arse. Predictable and contrived.
“Hey, if you were buying a house and didn’t do your research, where would be a shit place to buy? Ummm, next to an airport! Yeah, or how about a noisy train line! Yeah, yeah… or a rubbish tip!! Ha ha… man, we’re on fire!”
For f**k’s sake. Unless you were blind, deaf and had no nose, one visit to any of the home opens would tell you not to buy.
TV spot made me smile. Once.
I think 2.42 is looking for the TV to do a much bigger job than what was on the table. In this category it’s all about awareness and the TV certainly helps that cause. Personally, I think the idea is better in radio as the idea comes through stronger. The problem with the TV is that the idea is not that great so this shows in the end product. It will do the job for the client though.
As to the scam issue, I think there was a good discussion brewing but as soon as Kim came in with his comment, which was right on the money, it killed it. So Kim, if you want these discussions to flow, sign in anonymously like the rest of us cowards!
I would like to add that a few years ago we had an ambient idea we thought was a winner but the suit would not present it to the client because the agency could not make any revenue off it. Go figure.
You’re being a bit harsh 4.32 but that’s bloody early in the day to be thinking about ads. There are plenty of examples of exaggeration being used to make a point. These radio ads stand out on air and bring a small smile to your face which is something 99% of Perth radio ads don’t manage to achieve.
nice site guys. lots of people are talking about it. good to see that you are not letting on abusive comments like the one I (foolishly) posted last week.
7.57.
Kim’s definition of “scam” is very narrow. Few, if any, ads get through without the client knowing (let’s leave that the tiger economies). I think a more honest definition would be those ads that run once somewhere and then appear in all the award shows. For all its good points, the local Caxton competition has been the source of quite a few of these one-offs which have gone on to do very well nationally and internationally (WA Tourism wave, Zu Stilettos, Water Corp dab to name but three). Nice ideas, but mainly from an agency/jury point of view. If they worked well for clients, surely they would get more exposure as part of the main campaign?
The plane ad would have worked better with a single jet taking off, with time on the build up and fade. Like this one:
http://www.soundsnap.com/node/35039
Having multiple planes so close together breaks the illusion and makes it addy.
I’m with Kim on the scam definition. It may be different down there in Perth but if it approved by the client it can’t be called scam. A client will never approve anything that harms their brand so if it runs once or a dozen times it doesn’t matter. I don’t know that Zu or Water ad but the ‘Wave’ ad I have seen many times and it works for me. I’d love to be surfing in the South-west right now!
Jesus, someone always has to bring the hate.
2.05, it’s ‘addy’ because it’s a fucking ad mate.
This is the funniest and best produced spot I’ve heard all year. The timing is perfect.
How about a link to some of your awesome radio ads?
10.43 makes a good point. These ads, created for the caxton comp, are all great. As creatives we seem to be happy to let it run once so it gets into awards. But a one off run will rarely make a huge impact with the market and the client doesn’t get as much positive feedback as they hoped. So they see it for what it is – the agency trying to get kudos for themselves – a creative wank basically. If the ads are so good (and i think they are) surely we should be able to convince the clients to run them several times so people get a chance to see them and enjoy them. Then hopefully they will start to work harder for the clients, then the clients see the value in good creative ads and then hopefully we won’t need the Caxton comp every year, the client’s will be approving that stuff all the time. Hopefully…….
10.37 You are forgetting that clients also like winning awards. It’s another feather in their bow. A bit of industry kudos is not a bad thing all round.
The TV ad’s the pick; nice surprise. The radio was fairly predictable.
Surely there are more distressing things to live next to – abattoir, army firing range, Ric Cairns.
Oh, 9.45am, you need to thicken up your skin. And get out more. Best ad you’ve heard all year. Oh my.
yes clients like winning awards but not as much as we do. And if I was a client i would be asking why does everyone try so damn hard at caxton comp time and not throughout the year?
9.45am
People like 2.05 post things like that to make people like you do a little wee in anger.
You didn’t disappoint.
Brand or Brainstorm?
You are right 2.31 and 19.37. I think the problem creatives have is that the only time clients see them being proactive and excited on their account is when it’s Caxton Comp time and there is a trip in it for them.
That was funny 2.36. You made me do a little wee myself!
Right you lot, for the record I’m not from Brand or Brainestorm, I just appreciate good, simple radio that makes me laugh. Wee in anger? Come on, you think I actually care about what’s said on here? Please. What ads have you heard lately that are funnier?
Now, as for this ‘clients love awards’ business. Only some clients love awards. Some of us do mostly govt work and I gotta tell ya, the ones we have couldn’t give a fuck about awards and won’t approve (potentially) award-winning work even if it’s on brand and FREE! Some of us do try hard all year (not just at Caxton comp time) and find it almost impossible to get really nice stuff approved.
Unless you’ve got someone like Tinning who seems to be able to spot award-winning work a mile off, and more importantly, get the client to approve it, it’s very, very hard.