Private Property.co.za

An article by Eve Dmochowska Comments

Private Property have what is undoubtedly going to be a successful marketing campaign on the go. The campaign happens both online and offline.

In the words of the Private Property team:

We at Private Property want to form better relationships with our users by engaging with them in a light hearted manner while educating them about our brand. The television campaign conveys the message that we are a property match maker, because Private Property believes that for every tenant or buyer there is the perfect home. Browsing for a property on the web is much like online dating: you skim through the potentials, click on the ones you like and eliminate the ones you don’t.

Their TV and radio spots are funny and memorable, and have the potential of going “viral” on YouTube. The TV ad is below:

The radio ads continue this theme:

Our radio campaign consists of two fun promotions. The first one encourages listeners to phone in and describe themselves using property lingo, as if they were up for sale on Private Property’s website. The second is similar, except listeners need to describe their ideal partner using the same property lingo. For example, “I’m looking for a low maintenance property with great entertainment areas…” This promotion capitalises on the central campaign concept of finding your perfect match with Private Property.

Of course, it wouldn’t be a campaign if it did not include online Private Property have opted to make use of Facebook for the online component:

… the new application will ask a user to select one of their favourite (or not so favourite) friends. Following that, the user will be asked a series of multiple choice questions relating to the chosen friend. Then based on the responses, the user will be shown a description of their friend in property lingo. The undoubtedly hilarious description will then be shared on the users’ wall, as well as the friends’ wall.

You can read more about the strategy and motivation here (and let’s hope they change the spelling/grammar error in the headline!)