Aussies Love Real Estate More Than "Chicken Salt and Public Holidays" in realestate.com.au's Latest

Via 72andSunny, realestate.com.au has launched its new brand campaign celebrating the Australian obsession with real estate.

From wondering what a neighbour’s home sold for, to pondering good bones, north-facing backyards, and new builds with a butler’s pantry, there’s nothing more Australian than our real estate obsession.

The creative brings to life the idea that this national obsession has a home, realestate.com.au, and reinforces the brand’s leadership position. realestate.com.au has more homes for sale than anywhere else and nine in ten residential property seekers use the platform each month on average.

Key product features and experiences including realestate.com.au’s AI Assistant, realEstimate, and iGUIDE 3D property tours are featured throughout the campaign.

Leaning into the brand’s Australian heritage and its history of favouring Aussie tracks in its advertising, the campaign features the iconic 1990s hit 'I Want You' by Savage Garden.

REA Group general manager audience and marketing, Amy Read, said, “Aussies have a remarkable ability to turn almost any conversation into a chat about property. As a nation, we just bloody love real estate -- that more than half of Australia’s adult population visit our platform each month tells us that. This campaign is a celebration of how realestate.com.au is very much a part of Australian culture.

“For more than three decades, realestate.com.au has been connecting buyers and renters with their next home and now more Australians than ever before are choosing our platform. Property search is getting smarter, listings are more immersive and the way property seekers make decisions is evolving, but realestate.com.au is still the app Australians turn to. Throughout the creative you’ll see our latest features like interactive 3D tours and floor plans, walkthrough videos, realEstimate real-time property value estimates and our recently launched AI Assistant.”

Campaign activity will maintain a broad, high-visibility channel mix, with media agency Kaimera supporting the broader campaign rollout. The channel mix will include YouTube, Meta, TikTok, and Netflix to ensure an always on presence, while sport will be used to access key cultural moments and top-rating TV programming, particularly the AFL and NRL finals series. Full decal wraps of the 333 bus will run through east Sydney, with transit and digital large format OOH in New South Wales, Victoria and Queensland markets.

72andSunny managing director, Sophie Sykes, said, “Nobody knows Australia’s property obsession better than realestate.com.au. We loved the idea of playing with the platform’s deeply embedded role in Australian culture, and hope Aussies see the affection with which we’ve portrayed their property obsession. This was a fun one to make with partners who deeply understand their own brand and its role in Australian life.”