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Clever Campaign Takes Out Top REA Gong

By Phillip Lee

Delivering the industry’s most ambitious auction marketing campaign paid off for Ray White on Friday recently as we were awarded brand campaign of the year at the 2016 Annual REA Excellence Awards.

In March this year, Raise More Hands rallied Australia to hold more auctions over a two week period than ever achieved in the market. The multilayered campaign boasted 1.9 million national property liftouts in NewsCorp papers and an exclusive campaign.

An exciting feature of the campaign, developed in partnership with REA, was the inclusion of augmented reality, which allowed readers to scan their smart phones over properties in the liftout to bring them to life and unlock additional information.

Mark McLeod, Ray White CEO Growth, who was in Melbourne to receive the award, was the visionary behind the campaign.

“Raise More Hands was about making a statement to the country that Ray White is the biggest auction company. What better way to show that than by holding the biggest print and digital auction marketing campaign and the most auctions over a two week period.,” he said.

“Taking my somewhat ambitious vision and making it happen was no small feat and the Ray White marketing team went above and beyond to deliver what you saw in market – which was an award winning campaign.”

“But it wasn’t all about the marketing side. It was a pleasure working with auction specialist Haesley Cush on the campaign’s internal training programme, which aimed to equip our agents with a consistent approach to the auction process.”

The inaugural 2016 Annual REA Excellence Awards (AREAs) recognises 17 awards across three broad categories – Innovation, Service and Marketing Excellence, and Contribution to Community.

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