Contagion enters the property market with win

  • Advertising
  • July 7, 2014
  • StopPress Team
Contagion enters the property market with win

Contagion has walked away with's media and creative account after a three-way pitch, which also involved Sugar & Partners and Republik.

Contagion chief executive Dean Taylor says that there was no incumbent account holder, and that until now the online real estate company has worked with different agencies on a project basis.

The pitching process included two rounds over a three-week period, and included both media and creative aspects.

In commenting on his plans with the account, Taylor said that he hopes to push forward so that it becomes the number one real estate site in the country.

"With property one of New Zealand’s foremost obsessions, it is an incredible opportunity to work with such an ambitious client who are leading the industry into the future and we can’t wait to tell their great story," he says. "We’ve got great synergy with this client. They’re a challenger in the market, much like us, and have very big plans. The entire agency is thrilled to be part of building on their success." continues to be embroiled in a battle with online juggernaut Trademe, as both companies aim to dominate the real estate market in New Zealand.

This competition was evidenced at the beginning of the year when both companies launched TVCs within a few days of each other.   



As with most of its online endeavours, Trade Me has managed to lead the real estate market but has recently made some decent headway.

At the end of last year, Trade Me increased its rates for property listings and this led to the website being boycotted by real estate agents in several regions. In April, shortly after boycott was initiated, Alistair Helm of Properazzi reported that Trade Me had gone from having 18 percent more properties listed than to having four percent fewer listings than its competitor. After the effects of the strikes were tallied, had 43,394 listings while Trade Me had 41,687. And the difference was even more pronounced when it came to listings by licensed agents in that featured 43,394 while Trade Me only had 35,674 (an 18 percent difference). In Hawke's Bay, where the impact of the strikes was most severe, Trade Me was hit hardest, with featuring 1,605 listings while Trade Me only had 634.  

And it seems that the issue in Hawke's Bay has not yet been remedied, because while has 1,876 listings for the region (at the time of writing), Trade Me only has 1,005.  

Immediately after this boycott, released a short pamphlet that elaborated further on the growth that the website had enjoyed since the boycott debacle.     


Although has increased its unique online visitors by 30 percent in the last six months, it still lags way behind Trade Me Property. In Nielsen's figures for May, Trade Me Property had 575,000 unique visitors while only had 204,00. 

Interestingly, has performed particularly well in the mobile category, with its app being downloaded over 200,000 times since launching (a comparable number to iHeartRadio).

Since taking over the account, Contagion has already tapped into the promising stats registered by the website in a new digital campaign that features a Monopoly reference.

According to Nielsen's rate card statistics, spent $26,000 on advertising in 2011, $117,000 in 2012 and $47,000 last year.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Social responsibility: Facebook in the aftermath of the Christchurch mosque terror attack

Social responsibility: Facebook in the aftermath of the Christchurch mosque terror attack

Friday 15 March started out as a day of hope in New Zealand. Social media was awash with posts, images and stories about the nation’s teenagers taking to the streets to demand action on climate change. Tens of thousands of school students took part in the demonstrations, which stretched the length of the country from Southland to the Bay of Islands. However, by late afternoon, social media was filled with a completely different nationwide movement: an outpouring of grief about the Christchurch mosque terror attack.

Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit