Flatmates.com.au
2021 Winter Digital Campaign
Flatmates.com.au is Australia’s No.1 share accommodation website.
Based in Melbourne, Australia, Flatmates.com.au allows people to list spare rooms, find a share house or team up with others to start their own share house.
Red Crayon, the Australian agency I worked with, was engaged by Flatmates.com.au to refresh their illustrative brand assets and take the new creative to market via their annual winter campaign. The core campaign objectives included increased brand awareness and preference, increased market share, website visits, and new member acquisition.
Services provided
Client collaboration
Creative conceptualisation
Copywriting
Under the guidance of my awesome Account Director, I collaborated with our in-house design team to help bring this campaign to life through compelling creatives.
YouTube 20 Sec - MOVIES
Voice over script:
Scene 1:
Done feeling haunted by solo scary movie seshes?
Scene 2:
Flatmates.com.au is here to help you find a movie mate to get real spooked with.
Scene 3:
Our verified listings will save you from getting ghosted in more ways than one.
Scene 4:
Search Flatmates.com.au for real rooms and real people!
YouTube 20 Sec - MUSIC
Voice over script:
Scene 1:
Done with solo dance parties?
Scene 2:
Flatmates.com.au is here to help you find people you really vibe with.
Scene 3:
Our verified listings will help you find the right crew for you.
Scene 4:
Search Flatmates.com.au for real rooms and real people!
YouTube 20 Sec - GAMERS
Voice over script:
Scene 1:
Sick of playing solo?
Scene 2:
Flatmates.com.au is here to help you find a real flatmate for your couch co-ops.
Scene 3:
Our verified listings will help you recruit player number 2.
Scene 4:
Search Flatmates.com.au for real rooms and real people!
The result
A key consideration when developing the campaign positioning was analysis of the competitive landscape allowing us to unearth Flatmates.com.au’s true unique selling proposition. We focused on the legitimacy, authenticity, and verified nature of the Flatmates.com.au offering with the ‘Real rooms, real people’ campaign.
The campaign featured real life, relatable and authentic scenarios, coupled with modern illustrations that are representative of the diverse target audience and strong call to action messaging. The campaign creative was rolled out across both static and video assets for YouTube, TikTok, Facebook, Instagram, and Display.
The updated brand style and campaign were well received by the wider internal Flatmates.com.au team. Additionally, the winter campaign saw exceptional results, with an impressive 37.2% relative increase when the audience was exposed to the campaign. When looking at 18–24-year-olds specifically, awareness increased by 42.9%. We also saw a strong view through rate at 57%, up 6% on the previous year.