LJ HOOKER

Background / Task

• LJ Hooker is the most widely known real estate franchise in Australia
• A network of some 700 franchisees and a significant annual media spend ensures that brand awareness is not an issue
• Our task was to convert brand awareness into brand preference that could attract all-important listings and new franchisees

Insite’s Solution

• Negotiated editorial integration as the foundation of our media selection (ensuring the business and its brand had more personality than just ads)
• Developed unique integrated creative opportunities that fused the L.J. Hooker brand within the communication
• Introduced L.J. Hooker Managing Director as the spokesperson (thus positioning him as an industry expert)

The Results

• Almost $1 for $1 value add exposure was secured (validated by Starcom)
• Group buy (PBL) delivered integration across multiple media vehicles
• In-program presence:
  • Today Show / Warren McCarthy
  • Mornings with Kerri-Anne / Warren McCarthy
• The creation of unique creative opportunities positioned L.J. Hooker as the industry authority on real estate and finance
• Multiple touch-points across media (according to target market media consumption) to ensure the LJ Hooker brand was top of mind.
• Personality to the LJ Hooker brand which is particularly important for high-involvement transactions such as real estate