Australian property platform Domain has launched a consumer activation and integrated marketing campaign as part of its partnership with Australia’s latest home of sport Allianz Stadium.
At the heart of this activity is bringing together Australians’ love of property and sport in a fresh and fun way to showcase Domain in a new arena and encourages Aussies to get involved, with a chance to win big.
As part of the ‘Most Valuable Property in Sports’ campaign, sports fans in NSW, QLD and VIC are invited to inspect Domain’s hottest new property ahead of kick-off and select where they think the first try will be scored in the men’s NRL game on Friday 2 September. By correctly guessing the ‘most valuable’ patch where the first try lands, entrants go into the draw to win a whopping $50k prize.
To inspire Aussies to throw their cap in the ring, Domain teamed up with rugby league legends, Paul Gallen and Ruan Sims, and the all-important groundsmen of Allianz Stadium to star in a new content campaign. Capturing the finishing touches that go into opening a residential property up for inspection, from trimming the lawns to putting out the welcome sign, through to the sense of celebration when your home sells, this tongue-in-cheek content aims to encapsulate the feelings of preparing the Allianz Stadium for Australia’s inspection, and what it would feel like to win big.
Sarah Macartney, Domain’s director of corporate communications and PR, said: “We’re thrilled to be launching a campaign that invites Australians into the world of Domain in a way you wouldn’t expect and that is outside of the traditional property journey. Our aim was to build brand affinity with audiences in NSW, VIC and QLD that we know love property just as much as they love tuning in for the game. To do this, we offered consumers a way to get involved and reap reward, as well as create content that combined sports and property for an entertaining watch that was proud of not taking itself too seriously.”
In the spirit of Domain providing Australians with the information and tools to make informed property decisions, Domain brought on predictive analytics leader Stats Insider to crunch the numbers on potential try locations so entrants can browse the data before selecting their patch of choice.
This campaign includes a suite of video and still assets which will run across Domain owned (Facebook, eDM, website, app) and Nine channels (BVOD, radio and online) until the competition closes at 7:45pm AEST on 2nd September (10 minutes before kickoff).
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