Realestate.com.au – 2021 Commercial Insights Series

2021 Commercial Insights Series

Realestate.com.au

Brief
Following the Developer and Residential Insights Series, we were engaged by REA Group, to create an engaging content series for the Commercial agent market. This content series was focused on delivering key insights from the 2021 realcommercial.com.au Consumer Satisfaction Study, including uncovering the key characteristics of commercial property seekers so agents could better support them in their buying, selling or leasing journey. A key part of the brief was to ensure the results of the survey were delivered in a format that was easily consumed and actionable for the audience. The key insights from the survey formed the basis of the 2021 Commercial Insights Series, tailored to selling and leasing agents in the commercial property space.

Solution
In collaboration with the realcommercial.com.au marketing and research teams, we developed a comprehensive content strategy that was to be rolled out across several months. The content strategy saw the 2021 Consumer Satisfaction Study come to life through a wide range of content mediums, delivered across various platforms and channels.

We followed the realcommercial.com.au guidelines to create a series logo, colour palette and overall look and feel for the series that allowed it to stand out whilst remaining consistent to the realcommercial.com.au brand. A series content hub was designed and developed within the realcommerical.com.au agent portal, ensuring all content was housed in one place and easily found by the target audience.

The content created included: whitepapers, blogs, how-to videos, PDFs and a webinar. All content was distributed to the commercial agent audience via eDMs and LinkedIn.

Result
The series was well received by both the client and the commercial agent audience. Key metrics showed high open rates and CTR for EDMs and strong social engagement. The commercial agent audience found value in the content, particularly through blogs targeted at the relevant segments and the closing webinar.

Services
Content Strategy & Marketing, Design, Collateral &Video Production 

Flatmates.com.au – 2021 WINTER DIGITAL CAMPAIGN

2021 WINTER DIGITAL CAMPAIGN

Flatmates.com.au

Brief
Flatmates.com.au is Australia’s No.1 share accommodation website. Based in Melbourne, Australia, Flatmates.com.au allows people to list spare rooms, find a share house or team up with others to start their own share house. Red Crayon was engaged by Flatmates.com.au to refresh their illustrative brand assets and take the new creative to market via their annual winter campaign. The core campaign objectives included increased brand awareness and preference, increased market share, website visits and new member acquisition.

Solution

A key consideration when developing the campaign positioning was analysis of the competitive landscape allowing us to unearth Flatmates.com.au’s true unique selling proposition. We focused on the legitimacy, authenticity, and verified nature of the Flatmates.com.au offering with the ‘Real rooms, real people’ campaign.

The campaign features real life, relatable and authentic scenarios, coupled with modern illustrations that are representative of the diverse target audience and strong call to action messaging. The campaign creative was rolled out across both static and video assets for YouTube, TikTok, Facebook, Instagram, and Display.

Result
The updated brand style and campaign were well received by the wider internal Flatmates.com.au team. Additionally, the winter campaign saw exceptional results, with an impressive 37.2% relative increase when the audience was exposed to the campaign. When looking at 18–24-year-olds specifically, awareness increased by 42.9%. We also saw a strong view through rate at 57%, up 6% on last year.

Services
Campaign Strategy, Campaign Creative, Copywriting, Video Production & Animation

Colliers International – 97 Alma Road, St Kilda East

97 Alma Road, St Kilda East 

Colliers International

Brief
Red Crayon was appointed by Colliers International to develop a property identity and accompanying Information Memorandum to capture the essence of an ultimate inner-city investment and development site – 97 Alma Road, St Kilda East.

Solution
Perfectly positioned directly across from Alma Park and nestled between the cosmopolitan suburbs of St Kilda, Windsor, Prahran and Albert Park, Red Crayon named and branded the site Saint Alma. The accompanying Information Memorandum features a contemporary monochrome design accentuated with a pop of orange throughout to portray the premium asset location within this highly sought after urban vicinity. The minimal design captured the sites endless possibilities.

Inspiration was sourced from surrounding suburbs, with lifestyle imagery at the forefront of the design to truly portray the unique junction of amenities and their glorious intricacies. With restrained typefaces and simplified layouts, the Information Memorandum truly represents the iconic asset on offer.

Result
The site branding and information memorandum design were well received by the team at Colliers International and their client respectively.

Services
Branding & Collateral Design

Realestate.com.au – 2021 Residential Insights Series

2021 Residential Insights Series

Realestate.com.au

Brief
Off the back of the Developer Insights Series, Red Crayon were engaged by realestate.com.au, Australia’s #1 address in property, to create an insightful and engaging content series for the Residential agent market, delivering key insights from the 2020 Property Seeker Survey. The survey is the most-in depth study of property consumers in Australia, so it was crucial to deliver the results in a valuable and easily consumable way. The insights pulled from the research formed the basis of the 2021 Residential Insights Series tailored to the residential audience of principals, sales agents and property managers.

Solution
A comprehensive content strategy was developed in collaboration with the REA content marketing and research teams. This content strategy saw the 2020 Property Seeker Survey findings come to life through a diversified range of content mediums, delivered across various platforms and channels.

Following the realestate.com.au guidelines, we developed a series logo, colour palette and overall look and feel that allowed the series to be distinct whilst remaining true to the overarching realestate.com.au brand. A series content portal was designed and developed within the realestate.com.au Agent Marketing Centre ensuring all content was housed and easily found.

The content created included: whitepapers, podcasts, vlogs, videos, how-to guides and a webinar. All content was distributed to the residential agent audience via eDMs and social media platforms: Facebook & LinkedIn. Where applicable content was also distributed via YouTube and a dedicated podcast channel.

Result
The series was well received by both the client and the residential agent audience with key metrics indicating above average views of video content and a strong, consistent CTR for emails and social posts. The overall results showed an average email CTR of 3% with a total of 836 video views. The agent audience found value in the content, particularly through downloadable guides targeted at the relevant segments. We saw a total of 1,040 PDF downloads for the series.

Services
Content Strategy & Marketing, Design, Collateral, Video Production & Podcasting

Regis Aged Care – Brand Campaign

Brand Campaign

Regis Aged Care

Brief
We were engaged by Regis Aged Care to develop a creative campaign concept for the brand that reflected their newly developed brand proposition. Differentiation in the aged care sector is challenging so it was imperative for the creative to be distinct to stand out from competitors and resonate with the target market and multiple audiences of: consumers, influencers and referrers. The concept had to be adaptable to all service offerings of the business: residential care, home care and retirement living and work across a variety of channels including website, social, digital display, video and print.  It was crucial that the creative brought the new brand proposition and personality to life whilst staying true to the Regis brand guidelines. Messaging needed to be clear and engaging to help further define who Regis are.

Solution
A creative concept and messaging hierarchy was developed in collaboration with Regis Aged Care, referencing the newly developed brand proposition ‘Moments of Joy’. The creative concept saw the new brand personality come to life through an overarching campaign headline ‘Finding the smile in every day’. The campaign headline was created to work across the multiple audiences to ensure it was distinct and relevant for the audience viewing the ad or asset. The concept was rolled out across a diversified range of assets including animated and static display banner ads, web banners, social ads, press ads and video.

Result
The new creative concept was well received by the client and multiple stakeholders. It was soft launched to the audience in September across a number of assets including print and digital.

Services
Campaign Creative, Graphic Design, Copywriting & Digital