Domain’s Property App Takes Centre Stage For Its Spring Campaign

Domain’s Property App Takes Centre Stage For Its Spring Campaign
SHARE
THIS



With peak property season about to kick off, Domain has launched its new spring campaign centred around the new features of its property app, as well as its status as “Australia’s #1 property app”.

Domain will leverage a host of mediums, including the launch of a huge outdoor campaign, an array of new content for social media channels, a TV commercial, an online video content series, as well as extended sponsorships with The Block and radio segments on Macquarie Radio Network.

Among the new features of Domain’s app is individual address search, along with technology that allows users to instantly scan listings from Domain’s magazine.

Outdoor elements

This season, Domain has increased the national buy with QMS, APN Outdoor, JC Decaux, Adshel, Go Transit and oOh!media. Over 2,000 street furniture, billboards, trams and buses will go live during the spring period.

Domain spring 2017 campaign [1]

New online series

From the writers of Domain’s Avalon Now online video series, Domain will release a new series called The Circle, which follows a group of people frustrated with the expense of Sydney and Melbourne property who make the move to Queensland.

The first episode of the six-part series will launch on Thursday 14 September, and will be available to watch on Domain platforms as well as its various social media channels.

TV commercial

Featuring a catchy track Canadian artist Serena Ryder, Domain’s new TVC debuted on Nine’s The Block on Monday.

Created by Domain’s marketing team and DDB Sydney, the 60-second TVC follows the emotion of the inspection and auction experience when searching for a home.

The Block sponsorship

This Spring, Domain is stepping up its sponsorship of Nine’s reality home reno TV show.

Shot at the Domain Melbourne offices, chief economist Dr Andrew Wilson and chief data scientist Nicola Powell hosted a property market lesson with contestants on last night’s episode.

Furthermore, Alice Stolz, Domain’s national managing editor, has joined The Block’s judging panel on the show each week, scoring the contestants’ room reveals and discussing the data around property locations.

Radio partnerships

In radio, Domain will feature in new drive-time radio segments with Ben Fordham and Talking Lifestyle morning shows with John Stanley and Garry Linnell on Macquarie Radio Network.

Over 21 weeks, Domain journalists and economists will appear on the programs aired across six stations around Australia to discuss what’s hot and interesting in property. Domain will also run commercials aired across the Macquarie Radio Network.

The deal adds to Domain’s existing sponsorship agreements with Domain Stadium in Western Australia, the Adelaide Crows AFL team, and more recently, the new Domain Auction House in Sydney’s Double Bay.

Domain’s luxury property magazine re-launch

Launching on Monday 18 August, Domain Prestige will also have a fresh look with glossy cover. The lift-out will continue to be a national magazine, distributed on Wednesdays through the Australian Financial Review, showcasing the best in luxury Australian property.

Domain Magazine AFR lift-out

The refreshed magazine will also include the new Domain app codes, automatically linking properties to their corresponding listing on the Domain app.

Melina Cruickshank, Domain’s chief of editorial and marketing, said: “Spring property season remains a big focus for Domain. With listings on the rise, the property market is set for a big season which is fantastic for both buyers and sellers.

“The Domain property app remains central to our marketing. Our investment in the app means it now delivers almost 60 per cent of our enquiry to agents and vendors.

“Each person now spends an average of 55 minutes per month on our app – strong growth from 30 minutes the prior year. We’re building a loyal mobile audience, with daily app launches also rising over 28 per cent in 12 months.

“We use app launches as a clear indicator of brand engagement, as the product is so core to our business.

“The new Domain app codes, which allow users to instantly scan listings from the Domain Magazine, illustrates why QR codes were ahead of their time and simply waiting for the period where mobile technology became embedded in consumer’s lives.

“With readership to the Domain magazine hitting a new record of 1.63 million, app attribution is important for our customers.

“The Domain app is also front and centre in our new TVC. Mobiles are essential in the property hunter’s hectic spring season, and our snappy TVC shows why searching for property becomes fast and easier when you have the Domain app.”

Please login with linkedin to comment

Latest News

Agent99 PR Adds Product of the Year Awards To Client Stable
  • Marketing
  • Media

Agent99 PR Adds Product of the Year Awards To Client Stable

Independent communications agency Agent99 Public Relations has welcomed new client Product of the Year Australia to its stable, supporting the awards to increase visibility and awareness. Product of the Year is the world’s largest consumer-voted awards program for product innovation. It currently operates in 31 countries with the vision to guide consumers to the best […]

TEG Announces Joint Venture With Chinese Ticketing Company
  • Marketing

TEG Announces Joint Venture With Chinese Ticketing Company

Australasian ticketing, live entertainment and data analytics company TEG has announced it has entered into a joint venture with Chinese counterpart YongLe. The joint venture will see TEG and YongLe launch a cloud-based ticketing and entertainment platform in China. The platform, expected to be launched in 2018, will be branded YunTek, which translates to ‘cloud […]

Streetfighter Media Launches Millennial Sampler Bag Offering For Brands
  • Marketing

Streetfighter Media Launches Millennial Sampler Bag Offering For Brands

Guerrilla marketing company Streetfighter Media has unveiled a new service designed for brands who want to engage Millennials straight after they attend a music gig.  Kicking Television is a white cotton tote bag, filled with products and goodies – and it’s given to Millennials for free. How does it work? The bags, with their unapologetic […]

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine