The Fresh Start Project was designed to bring to life realestate.com.au's spring campaign message: 'We help more people get a fresh start than any other property site'. Instead of just saying it, we wanted to use digital to actually GIVE someone a fresh start. Some one that really needed it.
The aim of the campaign is simple. Build a new home, for a family in need, through people’s use of realestate.com.au.
As users interacted with realestate.com.au they collected ‘bricks’ which they could donate to the 1 million brick target and publish their involvement to Facebook using Facebook Connect. This made their use of realestate.com.au visible to their friends list without disrupting their use of the site.
The 1 million target was smashed and in partnership with Habitat for Humanity Australia, the house build got underway.
The campaign won an IAB creative showcase award.