A free mobile application that helps house hunters keep up-to-date with the property market while on the move is at the heart of a new marketing campaign by realestateVIEW.com.au.
The campaign, which will consist of advertising, digital, PR and guerilla marketing, is designed to highlight how the application can turn one of life’s most stressful experiences into a more convenient and effortless process.
A consumer survey commissioned by realestateVIEW.com.au in November 2011 revealed property searching is rated as one of life’s most stressful experiences, yet house hunters still use manual spreadsheets and even a pen and paper to organise the process.
“Our campaign is born from this consumer insight, mobile trends and the distinct features of our app,” Petra Sprekos, general manager at realestateVIEW.com.au, said.
“With recent research revealing that 50 per cent of property seekers still use a pen and paper to plan their weekend journey and record property feedback – the new apps provide property seekers with a suite of tools to make the process more efficient.”
The digital advertising component will focus on mobile advertising, paid search, Facebook advertising, as well as online sponsorship of the 2012 AFL NAB Cup site and NRL home page during the first round of 2012.
The campaign will also include mobile billboards on smart cars and Vespas, and street teams in orange lycra morph suits in action around Sydney and Melbourne, targeting consumers in their “you time”.
Additionally, the campaign will include radio promotions, a v-log/blog competition and lifestyle media outreach.