Mike Pero Real Estate needed to get its 90 Day Guarantee in front of a highly engaged audience. It turned to Fairfax Media to deliver its message through a pre-roll campaign that leveraged the explosive growth of Stuff.co.nz's video on demand, which reaches 10 million views a month.
Mike Pero challenged Fairfax Media to come up with a campaign that would make the brand stand out in the overcrowded real estate market and position its unique offer, Mike Pero would sell your house in 90 days or halve its commission, to an actively engaged and responsive audience. Our Idea Leveraging the explosive growth of Stuff video content, which attracts more than 10 million views a month, and the strong reputation that Stuff has with New Zealanders, we would position Mike Pero’s 90 Day Guarantee to Kiwis in this interactive environment.
What We Did
Using pre-rolls, 15 to 30 second ads in front of Stuff video content, we delivered Mike Pero’s 90 Day Guarantee message to a captive audience. Running the campaign across desktop and mobile, the pre-roll video was clickable and lead through to the Mike Pero website, giving our audience easy access to Mike Pero’s amazing offer. Recognising that interest in the property market increases as the weekend draws close, mobile specific advertising was targeted across Thursdays, Fridays and Saturdays to take advantage of this and maximise consumer action.
Video pre-rolls capitalised on the growing popularity of Stuff’s video content. These pre-rolls reached a strongly engaged audience and the duality of the videos - acting as both advertising and clickable content - created a complete user experience - allowing consumers to act immediately.
The combination of a trusted platform and a highly engaged audience delivered extremely high reaction rates for the Mike Pero brand. Mike Pero saw a 38% increase in consultations during the month of the campaign.
What The Client Said
“We saw a huge boost in requests for appraisals on our website. The amount of home owners wanting us to give them a market appraisal increased 38% during the campaign.” - Aaron Pero, Marketing and IT Manager, Mike Pero Real Estate
Aaron Pero, Marketing and IT Manager, said, "We saw a huge boost in requests for appraisals on our website. The amount of home owners wanting us to give them a market appraisal increased 38% during the campaign."
*International benchmark for display advertising across all formats is 0.17% and rich media benchmark is 0.14%. Source: Richmediagallery.com