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

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


What best describes you?

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

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

It's the most wonderful time of the year for the worst kind of marketing. Is your brand guilty of producing crappy Christmas conte

Opinion

by Peter Harris

Peter Harris
Study: Aussie Retailers Set To “Struggle” Over “Stagnate” Christmas
  • Marketing

Study: Aussie Retailers Set To “Struggle” Over “Stagnate” Christmas

According to IBISWorld, Christmas retail spending in Australia is expected to stagnate this December, falling by 0.2 per cent compared to the same time last year. While not all categories are impacted, IBISWorld is attributing the overall decline to lower discretionary incomes, negative consumer sentiment, and price discounting across the retail sector. “Overall, IBISWorld has observed early […]

Industry Diversity: It’s More Than Skin Deep
  • Opinion

Industry Diversity: It’s More Than Skin Deep

In his final column for the year, B&T’s favourite industry maverick and troublemaker, Robert Strohfeldt, turns his opinion pen to adland’s topic du jour – diversity. And, he says, it’s as much about the thinking as it is who you employ at your agency… There is an old (and wise) statement most people would have heard […]

Opinion

by B&T Magazine

B&T Magazine
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]

Bound Round Launches Family Travel Publication for Aussies
  • Media

Bound Round Launches Family Travel Publication for Aussies

Family travel platform Bound Round has announced the launch of its first e-magazine to Australian consumers. Travel Bound is a family-focused, digital quarterly publication available on all Virgin Australia flights through the carrier’s in-flight entertainment system, and is also available for consumer download via the Bound Round website. Bound Round founder and CEO Janeece Keller […]

SBS Unveils New Look, New App For SBS News
  • Media

SBS Unveils New Look, New App For SBS News

Do you like say "I only watch SBS" in an attempt to sound smarter than you are? Well, why not pretend to read this too?

by B&T Magazine

B&T Magazine
Ex-Samsung CMO Joins Amazon Australia As Marketing Director
  • Marketing

Ex-Samsung CMO Joins Amazon Australia As Marketing Director

Amazon Australia has appointed former Samsung Electronics chief marketing officer (CMO) Arno Lenior to lead its marketing division. Lenior worked as Samsung’s CMO for more than three years before departing in 2015. According to his LinkedIn profile, he has also held CEO roles at VR company Virtical and brand consultancy Blue Ocean Brands, and joined […]

by B&T Magazine

B&T Magazine
News Corp Names Its Car Of The Year
  • Marketing

News Corp Names Its Car Of The Year

News announces its annual Car Of The Year and it's not what you'd expect. Well, we certainly didn't expect it anyway.

Aussie Tennis Open & Country Road Announce New Partnership
  • Marketing

Aussie Tennis Open & Country Road Announce New Partnership

The Australian Open has partnered with iconic Australian clothing and lifestyle brand Country Road to supply the uniforms for next year’s tournament. Confirmed today as the official fashion lifestyle Partner of Australian Open 2018, one of Australia’s most loved brands will be worn by thousands of tournament staff at Melbourne Park in January. On-court officials including the chair and […]

Andrew O’Keefe Quits His Weekend Sunrise Duties
  • Media

Andrew O’Keefe Quits His Weekend Sunrise Duties

After 12 years with Weekend Sunrise, Andrew O’Keefe has decided to step away from his hosting and reporting duties. O’Keefe will continue his full-time role as host of Seven’s quiz show The Chase Australia, as well as focus on other projects with the Network. “The ideal job is doing work you love with people you love,” O’Keefe […]

Study: Brand Loyalty Hinges On Customer Support Experiences
  • Marketing

Study: Brand Loyalty Hinges On Customer Support Experiences

Fast and effective support will be a competitive differentiator for companies looking to win over digitally transformed customers and employees, new research has revealed. According to a study by IDC and LogMeIn titled Support Services as a Competitive Differentiator, nearly 67 per cent of consumers said that customer satisfaction was more important than price when […]

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform
  • Advertising
  • Media

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform

The Outdoor Media Association (OMA) has announced the appointment of Red Ant Design to build the out-oh-home (OOH) industry’s first automated proposal platform (APP). After an extensive global search and industry consultation, the decision to build the system in-house with a local Australian company was made. The APP will be built in an agile process, […]

Nick Ballard, Managing Director
Australia & New Zealand, BlisMedia
  • Marketing
  • Technology

Blis Unveils New Consumer Behaviour Analytics Tool For Maketers

Location data technology company Blis has launched an analytics tool that allows marketers to analyse consumer behaviour – from audience profiling, to exposure, to attribution – by capturing and activating mobile movement data. Smart Trends offers robust in-store consumer behavioural insights and in-store comparison of multiple location types and brands, allowing marketers to break down demographic, […]

WiTH Collective Linked By Isobar Renames Colours Of The Great Barrier Reef As Part Of New Campaign
  • Campaigns
  • Marketing

WiTH Collective Linked By Isobar Renames Colours Of The Great Barrier Reef As Part Of New Campaign

The Great Barrier Reef is under threat, and WiTH Collective – part of Isobar Australia Group – has launched a social movement to protect it. The ‘Unite for the Reef’ campaign will put vivid pops of colour into millions of social media feeds as a global network of individuals united to pledge support for the future of the Great Barrier Reef.  Spearheaded […]

Imagination Unveils Creative For Sydney’s NYE 2017 Celebrations
  • Marketing

Imagination Unveils Creative For Sydney’s NYE 2017 Celebrations

The City of Sydney has unveiled the creative line-up for 2017 Sydney New Year’s Eve celebrations, including a new look and theme for Australia’s largest public event, conceived by experience agency Imagination. In its seventh year as the creative team behind the event, Imagination has set out to create a fresh, inspiring new theme and […]