MediaCom & realestate.com.au capture milestone moments for first time renters through new ‘Beg, Blag, Borrow’ campaign
MediaCom & realestate.com.au celebrates a rite of passage of young Australian adults via a digitally led campaign| February 15th, 2016
realestate.com.au has partnered with MediaCom’s specialist division, MediaCom Beyond Advertising to create the property site’s content production for first time renters entitled ‘Beg, Blag, Borrow’.
With a built in social and digital strategy at its heart, the campaign targets 18 – 25 year olds who are in the process of moving out of their family home for the very first time.
Helping their audience make confident property decisions no matter where they are in the property lifecycle, realestate.com.au’s ‘Beg, Blag Borrow’ is the story of young Australian’s experiencing the challenges that come with real freedom; they’ve found the house and the housemates but they have very little else.
Having identified that moving out and setting up your first home is a rite-of-passage, realestate.com.au set a challenge to a brand new share household of four young Australian residents. With the help of their friends, their new community and each other, they have just eight hours to get their home ready for a surprise party. They can only ‘Beg, Blag or Borrow’ what they need and rely on their wits, charm and enthusiasm. If they can do it, realestate.com.au is going to reward them with an incredible surprise…. A live performance from 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.
Gemma Hunter, Executive Creative Director & Head of MBA at MediaCom said, “Realestate.com.au are a fantastic client to work with as they are 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”.
Ben Lemon, Senior Manager, Brand & Product Marketing at realestate.com.au said, “At realestate.com.au we really believe in the power of combining relevant content with behavioural data to find the right audience at the right time instead of a one size fits all approach. We wanted to create a piece of content, which connects with an audience moving into a house for the first time.
We know that for this audience their relationship with property is not price, mortgages or renovation. Instead it is freedom, independence and fun. Of course the downside is that when you move into your first house you typically have nothing. We shared this insight with the MediaCom team and very quickly they illustrated their passion for content marketing centered around this insight and it’s ability to deliver results.”
The campaign can be viewed on YouTube, Real Estate Australia’s Facebook, Instagram and Vine.
Follow @weareMBA on Twitter for more news and information on the work we do