MediaCom and realestate.com.au capture milestone for first time renters

9 February 2016

Creative Agency: MediaCom (NSW)

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A cosmic goat challenges your share house to throw the ultimate housewarming.

MediaCom and realestate.com.au targets young Australian adults in a digitally led campaign that celebrates first time renters.

Through the new ‘Beg, Blag, Borrow’ campaign, the property site has developed a content play with a built-in social and digital strategy targeting 12-25-year-olds who are in the process of moving out of their family home for the first time.

In the ad, a goat challenges the four adults to throw a party in eight hours, with no money. The story is supposed to show the challenges that come with the freedom of living away from the family home.

If they can do it, realestate.com.au is going to reward them with an incredible surprise…. a live performance by Falls headline act and ARIA award winners ART Vs. Science.

The campaign comprises a hero film, additional short stories linked to the main story and content produced specifically for Facebook, YouTube, Vine and Instagram, as well as editorial links to drive back to realestate.com.au.

MediaCom ECD Gemma Hunter, says; “Realestate.com.au is a fantastic client to work with as it’s not just a brand but also a publisher, entertainer and technologist. This meant that together we could create a content strategy, production and distribution plan that truly engaged the first time renter audience where and when they are in the moment looking for inspiration, information and involvement with the brand that can answer all their renting and sharing needs”.

Launched today, the campaign can be viewed on YouTube, Real Estate Australia’s Facebook, Instagram and Vine.

Credits:

realestate.com.au
Amanda Chase - Executive Manager, Marketing and Brand
Ben Lemon - Senior Manager, Brand & Product Marketing
Lisa Girardello - Consumer Marketing Manager

Rachael Doherty - Social Media Manager

MediaCom
Executive Creative Director – Gemma Hunter
Content Director - Mathew Anastasi
Content Manager/Photography - Andrew Raymond
Content Executive - Ayesha Kiely
Assistants - Matias Salinas & Thomas Russell
Account Manager - Germaine Ooi
Group Business Director - Amanda Hurst
Media Executive - James Lovelock
Digital Manager - Alvin Cheang

Production
Production Company – Airbag
Director - Sarah-Jane Woulahan
Producer - Jane Liscombe Poppy Jones
DOP - Katie Milwright
Editor - Florence Mathilde Holmes

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