DISCOVERY

TitleDISCOVERY
BrandREALESTATE.COM.AU
Product / ServicePROPERTY WEBSITE
CategoryA14. Commercial Public Services
EntrantBELGIOVANE WILLIAMS MACKAY Melbourne, AUSTRALIA
Entrant Company BELGIOVANE WILLIAMS MACKAY Melbourne, AUSTRALIA
Advertising Agency BELGIOVANE WILLIAMS MACKAY Melbourne, AUSTRALIA
Media Agency MEDIACOM Melbourne, AUSTRALIA
Production Company SAVILLE PRODUCTIONS Los Angeles, CA, USA
Production Company 2 BLUE BOAT PRODUCTIONS Melbourne, AUSTRALIA

Credits

Name Company Position
Murray White BWM Group Executive Creative Director
Tim Gill BWM Group Associate Creative Director
Jake Mclennan BWM Group Copywriter
Cam Mcmillan BWM Group Art Director
Susannah Stoney BWM Group Strategy Director
Mark Watkin BWM Group Group Managing Director
Nicholas Robinson BWM Group Group Account Director
Jacob Hewitt BWM Group Account Director
Abby Hunt BWM Group Nation Head Of Onscreen
Luisa Peters BWM Group Senior Onscreen Producer
Sonia Mclaverty BWM Group Lead Onscreen Producer
John Hamburg Saville Productions Director
Rupert Maconick Saville Productions Executive Producer
Larry Sher Saville Productions Director Of Photography
Diane Leuci Saville Productions Producer
Paul Le Couteur Flagstaff Studios Sound Engineer
Fiona Mcgregor Blue Boat Productions Producer
Tov Belling Blue Boat Productions Director Of Photography
Peter Whitmore The Editors Editor
Sigi Eimutis Method Studios Post Production

Brief Explanation

Realestate.com.au wanted to be recognised as “more than listings”. They were “Australia’s no. 1 Property Site”, but this claim only acknowledged the functional (and digital) nature of the brand. To create space for future growth and loyalty, we had to develop the brand’s emotional (and very human) side. “Australia lives here” repositioned the brand at the intersection of broader relevance and personal significance. It was inclusive. It was confident. But if consumers were to truly accept that realestate.com.au was more than listings, it was never going to be proven through repetition of a positioning line. We needed an accumulation of product-based proof points - and a creative premise and story engaging enough to encourage people to “discover” them. Our idea? When the legendary Arnold Schwarzenegger decides to move back to Austria, and accidentally arrives at realestate.com.au (thinking it’s an Austrian website) he can’t help but get excited by the new world of property he discovers. With his trusted Australian assistant, Dylan Blocke by his side, Arnold’s humorous journey (across 8 TVCs in total) truly got Australians talking.