Domain has kicked off its new campaign, centred around its app which makes the property experience easier and more enjoyable for Australian house hunters and property enthusiasts. Domain is taking the Spring campaign to a new level with a multi-channel approach that encompasses everything from national sponsorship agreements with The Block and an online video content series, to two new TVCs and the rollout of a major outdoor campaign.
The campaign messaging centres on “Australia’s best property app” and is reinforced with a suite of new features such as Domain Check-in, finger search and soon to come, Agent Chat.
As part of the Spring campaign, Domain has announced its second year of a major sponsorship deal with Australian reality television program, The Block, providing Aussies with access to exclusive content, including editorial posted through Domain’s digital channels and a fresh way to experience the room makeovers.
From the first week of room reveals, viewers are able to use the Domain app to explore the rooms with exclusive access to 360 degree photographs. Domain will also launch a nine week consumer promotion, giving viewers the chance to win $20,000. The Domain ‘M’ will be placed in one of the rooms and viewers will hunt through the 360 degree photographs to find it and go into the running to win the prize. Weekly Block Shop prizes will also be given away.
Domain’s property experts will appear on the program on the Buyer’s Jury and during the auctions. The Block’s property listings will also be available exclusively through Domain.
This is the third season that Domain is a sponsor of the Logie award winning program and is, once again, one of the program’s top three sponsors. The sponsorship deal adds to Domain’s existing sponsorship agreements, which includes the Domain Stadium in Western Australia and the Adelaide Crows.
Domain will also release two new TVCs, produced and featuring the stars of the critically acclaimed online video series, Avalon Now. The first 60 second TVC will be premiering this Sunday 21, August during the first episode of The Block, and the 30 second TVC airing on 4, September.
The TVC is produced in the same humourous style as the online video series, Avalon Now, which Domain has just launched for a second season and has already clocked over 890k views. The first episode is now available at Domain.com.au/Avalon-Now and a new episode will be released every week throughout August and September.
Domain is also rolling out a massive national outdoor campaign, which will see a total of 625 sites, including tram and bus wraps and digital street furniture, covered with Domain branding. Similar to the TVCs, the outdoor advertisements focus on clear and simple messaging around the Domain app and the features which make it simpler for users.
Melina Cruickshank, Domain’s chief of editorial and marketing said, “Domain always searches for ways to help Australians get ahead on their property journey, whether it’s providing the best tools, the right information, or any technique to make the process more enjoyable.
“This vision has been the driving force of our Spring campaign, from our outdoor TVCs to the online video series. We know what works, but also love experimenting with innovative formats and channels, incorporating clear and simple messaging, and weaving in a sense of humour that truly resonates with Australians.
“In addition, we’re targeting almost every medium — television, digital, social and outdoors. This is a major and critical initiative for Domain, and we look forward to painting Australia green and introducing it to the public.”
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]
Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]
Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).
oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]