Flatmates, a Australian share accommodation site, has kicked off a new summer campaign. Running throughout January and February, the campaign is set to make waves across social media platforms in Sydney, Melbourne, and Brisbane. The campaign, a brainchild of a partnership with AJF Partnership, aims to spotlight the financial perks of shared accommodation. It encourages Australians to either save on rent or earn extra income by renting out a spare room.

The campaign is built around the tagline 'Live more with Flatmates', and features catchy headlines like 'Less Hustle, More Holiday'. The aim is to shift the narrative around shared accommodation, often seen as a pragmatic or even pessimistic choice, towards a more positive and optimistic view.

Sarah Myers, REA Group General Manager Audience and Marketing, said: 'Our research shows 75% of our Flatmates audience turn to share accommodation for financial reasons, and this trend is continuing. Living life to the fullest is costly, and we believe you shouldn't compromise on living.' This statement underlines the campaign's focus on the financial benefits of shared living, which is becoming an increasingly popular choice among Australians.

Myers also highlighted a 20% year-on-year increase in active members on Flatmates in December, suggesting a growing interest in shared accommodation. She further noted that 32% of the Australian population is renting, indicating a significant potential audience for the campaign.

Scott Walker, AJF Partnership ECD, commented on the creative opportunity this trend presents. 'We live in a time when more Australians are either looking at moving into shared houses, or considering renting out a room in their house,' he said. 'With ‘Live more’ we are hoping to breathe positivity and optimism into a category that can often be very pragmatic and bordering on pessimistic, shining a light on the positive life changes that can come when you embrace the financial benefits of shared house living.'