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.”
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