In a press release, “realestate.com.au today announced the launch of a new microsite the freshstartproject.com.au, an interactive site which hopes to raise awareness around housing affordability for low income families.
The Fresh Start Project campaign is the latest instalment forming part of realestate.com.au’s spring activity which helps Australians get fresh start in life.
Joanne Whyte, General Manager Marketing Communications and Insights for realestate.com.au said the company was pleased to partner with Habitat for Humanity Australia, which is the world’s number one provider of housing for low income families in need.
“realestate.com.au will donate $130,000 which will go towards building a safe and secure home for a family in need and help realise their dream of home ownership through low cost housing,” she said.
“The Fresh Start Project is a fully integrated digital campaign which leverages our social media assets using Facebook as the main channel to help spread the word and garner support from socially conscious people,” she said.
The partnership will enable realestate.com.au consumers and Facebook fans to spread the word about this worthy cause by collecting social bricks as they visit the realestate.com.au site.
The bricks will help build a supporters wall to acknowledge the contribution from realestate.com.au. Participant photos will be published via a virtual montage and people can share their involvement with family and friends.
In early November, realestate.com.au and Habitat for Humanity Australia will announce the lucky family who will be given the home. Together with volunteers and members of the community, the family will help build the home over a two-week period, with Fresh Start Project fans able to track the progress of the build via the microsite.
Habitat for Humanity Australia CEO Jo Brennan said: “We’re deeply grateful for the support of realestate.com.au and its desire to help house a family in real need in Australia.”
“We rely on individuals and corporate Australia to make homes a reality for so many low income families here and around the world, so we’re looking forward to seeing the number of bricks build up on the realestate.com.au site and of course seeing the supporters of Fresh Start Project on Facebook,” she said.
Habitat for Humanity is a global not-for-profit organisation with a presence in over 90 countries and has changed the lives of people all over the world building more than 400,000 houses and sheltering more than two million people in 3,500 communities.
Established in the United States in 1976, Habitat for Humanity’s recent projects include its work in helping rebuild homes in New Orleans after Hurricane Katrina and in Haiti with the support of celebrity A-listers such as Brad Pitt, Bon Jovi, Barack and Michelle Obama and Oprah Winfrey.
realestate.com.au has worked closely with digital agency Amnesia Razorfish to bring the campaign to life alongside media agency Starcom. The campaign follows the recent launch of realestate.com.au’s TVC and advertising campaign which went live in Sydney, Melbourne and Brisbane recently.”
This time around it looks like Realestate.com.au and Amnesia Razorfish have put together a good marketing campaign (alongside Starcom).
It’s a massive improvement on their House Hunter Video campaign disaster earlier in the year which ended up being labelled as “REA suffers from Amnesia”.
Plus, it”s good to see that they”ve used an introduction video from CEO Greg Ellis to add a more personalised approach to the whole initiative. (should help them win some points amongst the Facebook community and Gen Y”s).
PS: If you haven”t seen realestate.com.au’s TVC mentioned within the press release you can view it here…