realestate.com.au (REA) is an important communication channel for NAB, who were keen to build a relationship that could benefit both brands.
NAB’s ‘freedom’ campaign targeted people upgrading to a bigger, better home. It offered a ‘dream’ home loan to go with their dream home.
Our goal was to promote the ‘freedom’ home loan campaign beyond NAB’s own channels to a broader audience of property enthusiasts on realestate.com.au, while developing a partnership between the brands.
- To get consumers thinking about their dream home and tap into a latent financial need.
- To increase engagement, enhance brand awareness, consideration and affinity.
- To drive growth in both NAB and REA social communities.
With over 28,000 followers, REA’s Facebook audience represented a unique opportunity to connect with consumers who are actively engaged and passionate about property; an audience NAB cannot target as effectively through broadcast activity.
To leverage this channel and get people excited about the idea of a new home, a co-branded competition app was developed by NAB and REA.
Called ‘Create Your Dream Home’, the activity was designed to run across REA and NAB’s Facebook page, with the hierarchy of REA for front facing assets but powered by NAB, with confirmation and reinforcement assets to be NAB branded.
How it worked
Everyone loves to think about their dream home and fulfil their property fantasies. The competition app was developed to maximise the voyeuristic nature of this passionate audience.
realestate.com.au has great resources for both finding a property and getting home inspiration. By tapping into these resources, we created an app that promoted both brands.
The audience used the app to build their dream home and enter the competition. Users chose each key room using a dynamic feed of images from the Home Ideas section of realestate.com.au. The result was a unique dream home graphic, personal to each user.
The app was also used to capture data on users’ dream home preferences and personal details.
The ‘freedom’ campaign message was promoted as a follow up to the competition via REA’s Facebook page.
The promotion achieved significant results considering the small level of investment.
REA fan base grew by 56.2%.
The NAB Facebook community grew 5% during that month. This is a great result considering the activity was predominantly hosted on the REA Facebook page.
The competition received 4,218 entries.
- Users spent an average of 6.38 minutes on the app.