realestate.com.au unpacks new campaign

Tim Burrowes

September 21, 2010 9:08

Property site realestate.com.au has launched a TV advertising drive with its campaign driven by a time lapse animation of moving boxes unpacking themselves.

The campaign was created by M&C Saatchi Melbourne.

Joanne Whyte, GM of marketing communications & insights for realestate.com.au said: “The campaign blends two symbolic images of new spring beginnings – the beauty of a blooming flower and the practicality of an ordinary moving box, so we linked these ideas creatively tying it back to our real estate audience.”

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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6 COMMENTS

D1CK0 21 Sep 10

Indulgent posing. I guess as a number one site, they don’t have to try too hard, but this feels like an Agency trying to win an award to me.

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oli 21 Sep 10

Missing a bit of a “human touch” i think

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Tui 21 Sep 10

Boring…

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Anonymous 21 Sep 10

Why on earth highlight the unpacking aspect of moving. Zero insight. Does nothing to build the brand. Dull.

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Sarah Lawrence 21 Sep 10

So much thought behind that add….it is terribly boring and not exciting. It reminds me of the boredom of moving of packing boxes. Not exciting at all. What was Saatchi and Saatchi thinking???????

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Alan 22 Sep 10

All I can think of when I watch this ad is IKEA. Well done whoever did that ad!

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