Flooding The Zone

The Challenge:
AREC is Australia’s largest real estate conference, and one of the noisiest. Every brand competes for attention in the same physical and mental space, making it difficult to stand out, let alone be remembered. The challenge was to create a recruitment presence with real impact, without relying on a traditional stand or short-lived event tactics.

The Solution:
Rather than competing in one location, the strategy focused on contextually aware messaging with frequency and proximity. By embedding the brand into the everyday movements and rituals of the conference, DiJones could achieve attention at scale. The aim was to surround, not interrupt, creating sustained awareness throughout the conference weekend.

The Idea:
Flooding the Zone transformed AREC into a connected recruitment environment. Billboards, Bikes, digital ads and simple interactions appeared wherever agents already were, turning familiar conference moments into a trail of brand touchpoints.

Each execution carried a contextually aware headline that doubled as a call to action, reinforcing The Craft of Real Estate while guiding attendees toward deeper engagement with DiJones. By showing up consistently and confidently across the event footprint, the brand became unavoidable, not through noise, but through presence.