One of Australasia’s oldest real estate firms, Raine & Horne, has joined the ranks of global brands such as Coca-Cola and Toys ‘R’ Us by utilising generative AI for their latest international brand campaign.
The highly-successful ‘Part of the Landscape’ campaign, created by Raine & Horne’s internal marketing team, creatively leverages the power of generative AI to seamlessly weave Raine & Horne’s iconic Ampersand into diverse and breathtaking landscapes, whether in Australia, Malaysia, New Zealand, UAE, or Fiji. The campaign captures the essence of each region, attracting both local and international interest.
For example, the AI-powered campaign captures the breathtaking landscapes of New Zealand, from snow-capped mountains and volcanoes to ancient glaciers and fjords. Similarly, in the UAE, the campaign showcases the emirate’s vast sandy deserts and towering skyscrapers, while in Malaysia and Fiji the campaign reflects the tropical rainforests and idyllic islands those regions are renowned for.
Highly-localised and visually engaging creative gets results
With triple the anticipated online exposure, the highly-visual campaign has already achieved significant international success, reaching almost 10 million individuals across the South Pacific region through social media, outdoor advertising, and local print.
Thanks to Adobe Inc’s AI image generator, Adobe Firefly, along with clever prompting tactics, local landmarks and landscapes where Raine & Horne’s 350+ offices are located become the centrepiece for the Ampersand logomark from Bondi to Bunbury.
Offices and agents in the network have been quick to adopt the campaign, resulting in more than 35,000 landing page views and contributing to a significant 11% uptick in appraisal quantity in December 2024 compared to a year prior.
The launch of this campaign internationally coincides with the final phase of the super brand’s highly anticipated brand refresh, unveiled last year. The brand refresh and accompanying international brand campaign were brought to life by the internal marketing team led by Head of Marketing, Michael Carroll, and Head of Communications & Creative Director, Shaun Mathieson.
Mr Angus Raine, Executive Chairman of Raine & Horne, said, “Each campaign execution offers a unique interpretation, ensuring engagement and resonance with audiences across our core international markets. The visually striking advertisements can even be adapted to local landmarks and seasonal changes.
Mr Raine noted that the timing of the innovative ‘Part of the Landscape’ campaign couldn’t be better. “With the rebranding of our offices in Australia, New Zealand, UAE, Fiji, Malaysia, and India now in its final stages, we are thrilled to push the boundaries of traditional marketing and engage consumers in a fresh and dynamic way.”
Mr Carroll agreed, stating. “Our extensive marketing reach allows us to capture the attention of potential clients and underpin our position in the competitive real estate landscapes where our international network of offices operate.”
Raine & Horne joins global brands in embracing generative AI
Notably, major brands such as Coca-Cola, Toys ‘R’ Us, and now Raine & Horne have adopted generative AI in their advertising strategies. Mr Carroll commented, “With other major global brands embracing generative AI, highlights the growing relevance of this technology in creating impactful marketing campaigns.
“With many real estate markets where we operate experiencing growth and robust activity, now is the perfect time for the Raine & Horne brand to seize these opportunities. Our innovative approach and strong marketing tactics position us to thrive in a range of dynamic international market environments.”
Mr Carroll also highlighted the significant appetite for real estate innovation in the UAE, Fiji, Malaysia, Australia, and New Zealand.
“Property owners, whether in Kuala Lumpur, Malaysia, Adelaide, Australia or Wellington, New Zealand, deserve the very best experience when buying, selling, or leasing property. Our in-depth expertise and industry-leading technology ensure that our clients receive exceptional service, leaving no stone unturned to achieve the best result.”
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