He's back: Arnie returns to our screens...in an ad campaign

By (incomplete) | 4 August 2014

The Terminator himself is set to be a familiar face on Aussie TV sets once again – this time as the front man of a new brand campaign for Realestate.com.au.

And Arnold Schwarzenegger is making an 'easy' mistake: don't we all sometimes get Australia and Austria mixed up?

Realestate.com.au's new campaign, called 'Australia Lives Here' by BWM Melbourne, went live on TV across Australia last night – with MediaCom taking a unique approach for maximum impact, commandeering all free-to-air and subscription TV and major digital networks simultaneously, at 6.20pm.

A series of seven spots will roll out over the duration of the campaign.

Mark Pejic, CEO at MediaCom, said: “The media schedule was planned to amplify the high impact of creative at launch in a way that would get Australia's attention. Beyond launch, it's really interesting to see a story like this play out over time across television, online, social media, print and outdoor media.”

Arnie said: “I learnt a lot about Australia in the process, like how to say Wagga Wagga. I also found it hard to find a home with a cheese cave or a professionally equipped gym.”

Natalie Feehan, group manager marketing strategy at Realestate.com.au, said: “'Australia Lives Here' is the culmination of six months of work refining and re-articulating the brand strategy to support Realestate.com.au's future growth.

“We wanted to expand perception of the site by creating an engaging campaign that tells a story. Through Arnie's discovery of Realestate.com.au, we get to see other parts of the site that are helpful for consumers like suburb profiles, sold price information, investment data and editorial content.”

Watch the first in the series of seven spots here.

 

Credits:
Client: Realestate.com.au
Group manager marketing strategy: Natalie Feehan
Head of brand strategy: Sarah Coghlan
Brand marketing manager: Ben Lemon
Agency: BWM Melbourne
Group managing director: Mark Watkin
ECD: Murray White
Associate creative director: Tim Gill
Copywriter: Jake McLennan
Art director: Cam McMillan
Group account director: Nick Robinson
Account director: Jacob Hewitt
Media: MediaCom
Managing director: Mark Pejic
CEO, Brand Institute of Australia: Karl Treacher

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