With a limited budget, we couldn't rely on traditional advertising alone, so we needed a solution that would launch with a big impact and generate PR and word of mouth.

So we created a charity concept and launched it with an ambient event – The Cardboard City.

Hundreds of house-shaped cardboard boxes were arranged in ‘streets’ in Sydney’s CBD, representing the plight of Australia’s homeless people. Branding on the boxes directed visitors to a dedicated URL – housesforthehomeless.com.au For every new visitor to the site, realestate.com.au would donate $1 to homeless charity, Mission Australia.