Trade Me Property unlocks potential behind every door in new work via Special Wellington

Trade Me Property has launched its newest campaign ‘Open Endless Doors’ developed by Special Wellington, which takes the audience on an immersive journey through diverse homes, igniting viewers’ imaginations about the varied lives they could live in different properties.

The creative features doors that are mixed and matched across AV, social and outdoor, giving unexpected peeks into different lives, from doer-uppers to done-uppers, vintage finds to modern designs, and innercity pads to beachside baches.

Special Wellington was responsible for the strategy and creative and worked alongside Assembly to bring it to life. An immersive soundscape from Beatworms helps bring viewers along the journey. Audio captions are similarly crafted to make each environment accessible and immersive for all.

Says Emily Turnbull, audience director, Trade Me Property: “With the largest range of properties in Aotearoa, Trade Me Property offers more doors to open than anywhere else – and endless doors means endless possibilities.”

Says Shelley Smith, head of property consumer marketing at Trade Me: “To highlight this we chose an animated creative that takes Kiwi on an everlasting journey. To help ensure we drive an emotive connection, our sound composition hints at lived moments within each of the spaces – that could be a chill Sunday morning cuppa or children laughing as they run around the garden – highlighting the diversity in how Kiwi live.”

Says Bethany Omeri, head of strategy, Special Wellington: “Though the vast majority of Kiwi aspire to homeownership, the definition of a dream home has moved on from the classic-yet-old-school quarter acre block. We wanted to reflect the diverse aspirations of our rapidly changing population.”

Says Mark Forgan, ECD, Special Wellington: “While others in the category celebrate finding ‘the one’, the pointy end can actually be pretty stressful. So we wanted to celebrate the fun and exciting part of the journey, by immersing people in all there is to discover.”

Says director Jonny Kofoed, Assembly: “Through our film we wanted to capture the voyeuristic way we glimpse other peoples’ lives through Trade Me Property. Embracing an immersive, observational, almost meditative feel. The modular construction of our film allows us to combine rooms in unexpected ways across different edits, surprising our audience at every turn.”

Says Matt Barnes, lead business partner, Special Wellington: “Trade Me Property is the best place for Kiwi to find their next home, we hope this fresh approach works its socks off by reinvigorating the excitement of discovery.”

Client: Trade Me
Creative: Special Wellington
Production: Assembly
Sound Design & Composition: Beatworms
Media: MBM