Trade Me selects The Ghost Writers for new campaign

Trade Me has launched a new property campaign designed to bring clarity and confidence to Kiwi homeowners.

The campaign introduces the latest feature on Trade Me Property’s app, My Homes. It gives homeowners clear insights into their property’s value by combining market demand with local sales and listings data. The ‘home truths that matter’ concept emphasises usefulness, honesty and clear value.

Rolling out across digital, radio, out of home and social, the work connects product utility with simple, human storytelling.

A collaborative partner

Trade Me partnered with The Ghost Writers (TGW), a newly launched strategy, creative and commercial consultancy. TGW helped shape the campaign’s strategy, messaging, feature story and creative direction.

Shelley Smith, head of property marketing at Trade Me, says: “TGW helped us sharpen the idea to its core and keep focused on what matters most to buyers and sellers.

“We moved fast, stayed aligned, and the process was open and collaborative from start to finish. We couldn’t be happier with the outcome.”

No layers, no noise

Ged Mahony, TGW’s co-founder, says: “This project shows the power of strategy and storytelling moving at pace and for real impact. Trade Me came to us with clarity and ambition, which let us operate as a single, senior team, no layers, no noise, just the right people focused on the right decisions.

“When strategy, story and creative are aligned, the work becomes sharper, more coherent and more commercially effective. This campaign is a strong example of what a consultancy that thrives on deep client partnerships can deliver.”

Trade Me will continue rolling out the campaign throughout November, with refreshed colourways highlighting each feature and extending the story nationwide.

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