Realestate.co.nz is taking Wellington’s property market into the daily commute with an out of home campaign led by a fully wrapped commuter train.
Planned by OMD NZ and delivered with Go Media, the campaign uses Wellington’s commuter network to connect property search with the places people travel through every day.
Built around the idea that location is everything in real estate, the campaign takes a hyperlocal approach across the capital, spanning central Wellington, key inner-city areas and commuter routes.
The hero placement features Wellington real estate agents across the train’s exterior and interior bulkheads. The campaign also extends across Wellington bus backs, Go Media’s large-format digital sites and the Way to Go Commuter Network. Digital creative adds another layer of local relevance through a mix of citywide and suburb-specific executions, including location triggered messaging such as: “Your home for property search in Te Aro.”
Connected presence
Together, the formats create a connected out-of-home presence across rail lines, roadsides and digital screens, keeping realestate.co.nz visible throughout the commuter journey.
Go Media group sales manager Katie Ujdur says the campaign demonstrates the impact of combining a hero transit placement with a connected citywide network.
“The train wrap makes an immediate statement, but the real strength of the campaign is how connected it is. From rail and bus backs to large-format digital and Way to Go, realestate.co.nz appears throughout the commuter journey. It is creating a strong and cohesive presence across Wellington. It has been a great campaign to bring to life with realestate.co.nz and OMD.”
Planning around Wellington’s geography
OMD NZ business manager Callum Connolly says Wellington’s geography helped shape the media plan.
“Wellington is a city of commuters, with its hills and gullies funnelling people into a concentrated set of transport corridors. Working with Go Media allowed us to plan around that environment, using media across the wider transit network while maintaining a high-impact presence in the CBD.”
Bringing a global idea home
realestate.co.nz general manager of customer Vanessa Williams says the campaign was inspired by an award-winning execution in Dubai and reimagined for Wellington.
“We’re constantly looking around the world for ideas that inspire us, and it’s a privilege to bring those ideas home and make them work for New Zealand. We saw an award-winning execution in Dubai and loved the opportunity to reimagine it for Wellington.
“The best ideas solve a problem for everyone involved. Property owners want confidence they are choosing an agent with proven local success, while our real estate partners are looking for new ways to showcase their expertise in the communities they serve. This campaign brings those needs together in a way that is highly visible, locally relevant and genuinely useful.
“It is also a great example of what is possible when partners such as Go Media and OMD embrace a bold idea and find innovative ways to bring a media brief to life. Those are the partnerships that create campaigns people remember.”
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