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Bcg2 and MediaCom pick up Realestate.co.nz account, launch quirky campaign

Bcg2 and Mediacom have won the competitive pitch for realestate.co.nz’s creative and media accounts, fewer than 18 months after Contagion won the real estate site’s business in July last year.      

Michael Jarvis, the managing director of Bcg2 said the process was very thorough and the campaign was shaped by a gaining an understanding of Realestate.co.nz’s broader vision.

“We got a strong sense of the wider decision making team’s vision for the Realestate.co.nz business. This was vital in defining our creative and media responses for the brand.”

MediaCom’s managing director Nigel Douglas was enthusiastic about picking up the new business, saying: “The team at Realestate.co.nz has a great product and bold ambitions for the wider market. Their goal is to increase their dominance in terms of quality of service, and we’re really happy to work with them to achieve that.”  

Vanessa Taylor, brand and commercial manager for Realestate.co.nz said the company was excited and confident the new account holders could help build the brand.

“Both Bcg2 and MediaCom have delivered some great initial plans and concepts and we look forward to this unfolding evolution of our brand – watch this space.”

Since winning the account, Bcg2 and Mediacom have already rolled out their first realestate.co.nz brand campaign, which features a series of quirky dating profile-styled videos introducing an eclectic group of characters, such as a retired man who clearly likes to party.    

In another rather cheeky clip entitled “find a sparkling swimming pool”, a blonde woman wearing a short white dress pours champagne into a swimming pool before the tagline, “single female seeks lifestyler with sunny outlook” is scrolled across the screen.

Another features a rural protagonist with shorts, hat and gumboots struggling with a weighty handful of cucumbers before the tagline, “experienced rural chap looking to expand horizons” scrolls across the screen.

Bcg2 and MediaCom were also behind the safekids Aotearoa campaign, “check for me before you turn the key” which aims to change behaviour in order to reduce injuries and deaths to Kiwi children in preventable driveway accidents.

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