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Selling the Red Carpet Experience

Barry Plant is Victoria’s largest and most successful real estate agency, with over 80 offices throughout metropolitan Melbourne, the Mornington and Bellarine Peninsulas, regional Victoria and on the Gold Coast. Starship was asked to increase their market share using Barry Plant’s existing bran¬ding and positioning line ‘your red carpet experience’.

Local Gems Campaign

There were two distinct target audiences: cashed-up retirees and a younger family-oriented group interested in a country lifestyle. Both required different messaging so as not to alienate one market over the other.

Roadmap

Starting with gritty testimonials that explained what ‘your red carpet experience’ meant for actual vendors, which ran on TV and outdoor, Starship, then moved into a radio/outdoor-driven series of campaigns and created a unique, humorous language style that mocked the cliché of real estate agents and with massive cut-through. Starship has now run over 10 different but very connected integrated campaigns over four years, which expand out the meaning of ‘your red carpet experience’ far beyond where it once stood.

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Results

In a cluttered, very aggressive market, Barry Plant has grown substantially. They have gone from an 8% to a 12% market share in 4 years. They were declared Number One for Sales in Australia and Number One for Property Management in 2012, according to Real Estate Magazine. (And a UBS pays off in other aspects too – franchisees and sales staff earn twice as much as similar businesses. NB. Think about joining BP!) We are very proud to say that as of the third quarter of 2015, Barry Plant’s sales turnover has risen over 50% from our start figure of $3.2 b, adding some $2.3 billion, to around $5.5 billion, and their rate of growth has outstripped the Victorian agency industry by a staggering 35%. Starship’s most recent campaign for Barry Plant rolled out in 2016: the ‘Local Gems’ campaign, highlighting Barry Plant’s expertise and high local knowledge and partnering with small local businesses. The campaign was expressed in press ads, posters, outdoor advertising and more, all through a quick turn-around period and process time characterised by close client involvement and engagement.

Past Campaigns

The Hello to Sold campaign was an animation-driven campaign that highlighted the Barry Plant customer experience. Creative content ran across TV advertising, print, and digital.

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