Harcourts – We Make It Possible
A new global campaign for Harcourts
Background
After the success of the global brand revitalisation collaboration, Harcourts once again selected Traffic as their agency partner of choice when it came time to develop their latest brand campaign. As the fastest growing real estate group in Australasia, operating in 11 countries, with 10,000 staff worldwide, Harcourts were looking for an overarching campaignable idea that could be articulated and applied across their core audiences.
They wanted to utilise the existing foundational brand work creating a stronger emotional link to their well strongly embedded and lived brand values and vision, to provide the finest experience in Real Estate. The objective was to evolve the brand positioning that was emotionally grounded in their purpose, to help others achieve success.
Strategy
Traffic embarked on a series of workshops and interviews to more deeply understand the environment and cultural landscape. The Harcourts team were sensitive to the current economy, where uncertainty and mistrust abound. There was a desire from the team to provide stability and reassurance, even a sense of (cautious) positivity about the future around what is possible.
Buying and selling properties successfully, or finding that perfect place to call home is the stuff of dreams, and is a consequence of the company’s purpose of Helping others achieve success. Harcourts role is the steady expert who has weathered turbulent times, and provides hope for those who feel their dreams are out of reach through experience. Harcourts make the seemingly impossible, possible.
Solution
Harcourts, We make it possible global brand positioning was endorsed to launch the campaign.
The concept was developed across a diverse range of assets including TV, Outdoor, Print, Digital and Social as well as a range of collateral. Given the emotive nature of the proposition and its ability to speak to Harcourts segments, specific stories were created that reflected the ‘reason to believe’ across all target audiences.
In order to enhance the effectiveness and authenticity of the campaign, a range of country-specific variations were recorded and created to ensure that tonally the campaign would resonate with locals and enhance familiarity.
In the end, there were almost 400 assets created (including the four country specific variations), including a complete suite of production assets (and comprehensive guidelines) across Video, Radio, Print, Digital and Collateral which were created and uploaded onto the internal portal in time for the global launch.
