‘Save more, live more’: AJF Partnership develops new creative for REA Group’s Flatmates
Aussie share accommodation website, REA Group’s Flatmates, has launched a new summer campaign encouraging people to ‘Live More With Flatmates’, via AJF Partnership.
The new creative aims to highlight how Flatmates can help renters save on rent and help listers generate extra income, providing financial freedom to ‘live more’.
Using copy such as ‘Less Keyboard, More Surfboard’, the campaign visualises how Aussies can experience more if saving via the Flatmates website.
“Our research shows 75% of our Flatmates audience turn to share accommodation for financial reasons, and this trend is continuing,” said REA Group general manager, audience and marketing, Sarah Myers.
“As people of all ages take up sharing, our summer campaign focuses on the financial benefits. Living life to the fullest is costly, and we believe you shouldn’t compromise on living.
“The brand’s new tagline, ‘Live More With Flatmates’, embodies the many benefits of listing or seeking on Flatmates. Share housing is a desirable way to live for many Australians offering more options and enabling a great lifestyle.
“With the increase in cost of living, there’s a growing trend of renting and sharing, with 32% of the Australian population renting. More consumers are turning to Flatmates as a long-term housing solution, with a 20% YoY increase in active members in December.”
Scott Walker, ECD at AJF Partnership, added: “We live in a time when more Australians are either looking at moving into shared houses, or considering renting out a room in their house, which presents an interesting creative opportunity.
“Flatmates was looking to evolve and modernise the Flatmates brand to reflect the changing face of, and reasons why, Australians are turning to shared housing options.
“With ‘Live More’ we are hoping to breathe positivity and optimism into a category that can often be very pragmatic and bordering on pessimistic, shining a light on the positive life changes that can come when you embrace the financial benefits of shared house living.”
The campaign is running across YouTube, Facebook, Instagram, TikTok and Spotify in Sydney, Melbourne and Brisbane.
Other assets:
Live More With Flatmates – Seeker Spain 15″
Live More With Flatmates – Seeker Fast Food 15″
Credits:
Client: REA Group
Creative agency: AJF Partnership
Production company: Guilty
Director: Stephanie Pocklington
Post production: Finn
