REALESTATE.COM.AU
Houses for the homeless
realestate.com.au is Australia’s number one property website, but with new competitors emerging all the time, it’s important to keep the brand at the top of consumers’ minds. Our challenge was to deliver 100,000 new visitors to the site during the month of May, a traditionally slow month for audience activity. The solution was an impactful activation that also provided support to Australians in need.
Our concept was Houses for the Homeless, an activation held over a single day in Martin Place, Sydney. The installation took over the entire space, with hundreds of house-shaped cardboard boxes representing the plight of those sleeping rough. The call to action was simple - for every click on the website, realestate.com.au would donate $1 to Mission Australia. To launch the campaign, we held a press conference with Australia’s Minister for Housing, which was covered by ten major media outlets.
Campaign impact
• The goal of 100,000 clicks in one month was achieved in just two days
• Primetime coverage on two national news bulletins
• Coverage on three national radio networks
• Editorial coverage in three of Australia’s top five newspapers
• $100,000 donated to Mission Australia
