During 2013/14 the Real Estate industry experienced significant challenges in acquiring listings. To stimulate the market for sellers who were borderline on acting to sell their home, Harcourts Busselton made the decision to pro-actively attack the market with a $10,000 travel voucher. The competition allowed any seller who listed and sold their home through Harcourts Busselton during a nominated six month period to enter a draw. The lucky winner would be announced at a breakfast held at the prestigious Goose Restaurant where a draw would decide who was to be awarded the $10,000 travel voucher. The brief was to deliver a campaign which would dominate the regional area’s competitive activity. The challenge was to create high awareness utilising a major differential.
Simplicity was the key and Jack in the box developed a campaign which became known as ‘Discover Incredible Anywhere’. By offering the choice of destination it allowed the creative team to utilise various world wide travel icons as visual components. Sites familiar with consumers such as the Leaning Tower of Pisa, Big Ben, The Eiffel Tower, The Taj Mahal, etc. to stimulate the motivation of a trip ‘anywhere’. By representing these icons we could visually communicate the idea of travel and stimulate desire.
A series of collateral was developed based on an internationally themed press campaign delivered at local regional level. Full page advertisements were placed in the Busselton-Dunsborough Times every second week for a period of five months, plus a series of teaser advertisements. This was supported by the web, posters, direct mail, merchandise and lapel badges. The design which featured icons from all over the world was developed using a vintage travel poster style with a modern touch. Eye catching and interesting, the colourful collage created high awareness and proved to be a pleasing difference to the usual banal press advertisements.
The Last Word
The campaign delivered increased listings and high awareness of the Harcourts’ brand, proving that a cost effective, niche targeted advertising campaign, with excellent clear content, can garner long-term rewards.
What We’ve Done
- Concept Development
- Campaign Development
- Signage Solutions
- Media Planning & Buying