As South Africa’s property market evolved and consumer expectations shifted, Private Property faced a pivotal question: how do we move beyond being a listings platform to becoming a meaningful part of people’s life journeys? The strategist’s role was to uncover the deeper human truth that would reposition the brand – recognising that property isn’t just about transactions, but about belonging, growth, and potential. Through careful analysis of shifting consumer behaviours and the emotional weight of finding ‘your space,’ we developed a strategic foundation that moved Private Property from functional property search to purposeful life enabler. This insight became the springboard for ‘We have a space for you’, a creative repositioning that transforms how South Africans think about finding not just property, but the place where their next chapter begins.
Outcome
IDIDTHAT Craft Awards: The campaign's TV commercial received a Craft Mention for Direction.
Best Ads On TV: The campaign was highly acclaimed on this international platform:
o The TV commercial was selected as one of the top six global films by a respected international creative judge in September 2024.
o The radio advertisements received a top six selection and a "Best of Week" category win.
Shots: The TV commercial was featured on the international site Shots as part of their "Best of August 2024" selection, which curates top short films and ads from around the world.
MarkLives #AdOfTheMonth: The advertisement was chosen as the #ReadersChoice #AdOfTheMonth for September 2024
