Ray White /
Great Australian Dream
Ray White is the largest real estate group in Australasia and have seen every boom and bust of the property market. When prices started to show sign of a downturn after 18 years of growth, they needed to ensure their business and brand maintained its leadership position, in the face of economic and market uncertainty.
THE WHY
Ray White enlisted DO to signal their leadership position and strength, in the face of this uncertainty. We launched Ray White’s first ever brand campaign (believe it or not). ’Welcome to the Great Australian Dream’ was created, reassuring the market that whilst uncertain times have arrived, the Australian Dream was still alive. Our campaign was designed to be pervasive, from digital and social to more traditional print, radio, outdoor and TV.
THE WHAT
‘Welcome to the Great Australian Dream’, helped Ray White achieve a 2% market share increase, which was critical in maintaining the overall sales performance of the business in a cooling property market.
THE WOW
