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Miranda Brownlee
An Australian real estate brand has successfully used a multimedia campaign to emotionally connect with consumers.
Launching the campaign in July, RE/MAX Australia has managed to revitalise their brand by engaging consumers across a number of media channels.
Their research indicated that while the brand was strong and well defined, the company needed to better convey how they valued clients. RE/MAX enlisted Wahoo advertising to develop a campaign to achieve this.
The research performed by Wahoo found that an approach that emphasised emotional connectivity would be ideal, given that real estate sales involve real people with real emotions.
Michael Davoren, managing director of RE/MAX Australia, stated that the multi-channel brand and tactical campaign approach will build awareness, emotional resonance and trust and invite engagement.
“We have added sophisticated analytical tools to gather further market and campaign insights and evaluate actual results against our set objectives,” he said.
The campaign covered digital media including banner advertisements with a range of messages in domain.com.au and realestate.com.au, print media in both metropolitan and regional locations and radio advertising.
RE/MAX Australia is confident that the campaign will successfully increase brand awareness and increase enquiries at individual offices. The digital billboard at the Virgin Terminal of the Brisbane Domestic Airport is one of the locations where the campaign can be viewed.
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