Following a record-breaking year which saw its combined digital and print audience grow to 9.4 million, up by almost two million year-on-year, Domain, a leading property marketplace, has launched its national multi-channel Spring campaign via DDB Sydney.
It will hero how consumers can use Domain’s highly rated property app, which reached record app launches, up 75 per cent YoY on March, to get the edge on their weekly property search.
The Spring campaign is centred around the importance of Saturday as property ‘game day’ for people looking to inspect, buy, sell, or just keep their eye on the market.
Throughout the week, the Domain app has the tools you need to get ahead: mapping your search, shortlisting properties, getting ahead of other buyers with off-market alerts, tracking your home’s value on Domain for Owners, the campaign showcases that Domain is the only app you need to ‘win Saturday’.
Speaking about the campaign, Domain’s director of consumer ,marketing, Emily Murren commented: “Investing in the Domain app experience is a crucial part of our strategy. Our product and tech teams continue to focus on solutions that genuinely break the mould of how the industry operates and deliver the best possible results for consumers and our agent customers.”
“We know this investment is paying off and our consumers are loving it, our time on app increased 23 per cent compared to the first half of last year and our app delivered 62 per cent of leads to agents. Our new campaign celebrates the obsession Australians have with property throughout the week and on Saturday – game day.”
“After surveying 1000 Australians’ motivations within the ever-changing context of the property market, it was evident having an edge over other buyers was really important in such competitive conditions, driven by soaring buyer demand. That edge is something we are excited to bring to life in this campaign, with our highly rated and innovative app experience, and features such as off-market alerts and tools like map search front and centre.”
DDB Sydney executive creative director Matt Chandler added: “Anyone who has bought or sold a property knows that Saturday is game day. We love this fun series of ads that position Domain as the perfect companion and coach, preparing you for the big day, every week.”
The campaign from Domain, a leader in the digitisation of the property journey, will feature a series of humorous 15” and 6” TVC spots designed to help consumers navigate the biggest time of year. Through an injection of humour and personality, the campaign will show how the 2 features of the Domain app can give consumers an advantage in the lead up to the weekly activity peak on Saturday, tapping into the knowledge that when Australians are searching for a property, they will use the best tools available to get ahead of the competition.
Kicking off today, Domain’s Spring campaign will feature on a range of channels, across TV, (Channel 9, Ten, Foxtel, and SBS) digital (Facebook, Instagram, Youtube, and Spotify), and out of home advertising such as billboards, buses, and street furniture (JCDecaux, Go Transit, Moove Media, QMS, GOA & oOh!).
Domain will also be the property partner across Channel 9, with integrations of experts, data, products, and advice almost every night of the week.
From 7 September viewers can tune in to a 10-week property series across A Current Affair, the Today Show, and Weekend Today showcasing localised property data, insights, and advice with Domain expert Alice Stolz and Channel 9’s Chris Kohler.
Domain will also be present across Channel 9’s major broadcast shows, regional TV, radio stations, and print assets, highlighting key features of the app.
To celebrate the seventh year of partnership with Australia’s favourite reality show The Block, the Domain app will feature as the contestants’ property superpower to help them win on Auction Day. Through a series of high impact integrations, and challenges, Domain’s helpful features and advice from property expert Alice Stolz, will drive downloads and engagement with the Domain app, the only place to check out The Block listings and clearly position Domain as a partner in the property journey for all Australians”.
CREDITS
Domain:
Emily Murren – Director, Consumer Marketing
Sarah Dawson – Senior Brand Manager
Rebecca Gerometta – Marketing Manager
Alexandra Kendall – Product Marketing Manager
Eliza Day – Marketing Coordinator
Jon Hollamby – Creative Director
Melinda Craig – Design Lead
DDB Sydney:
Ben Welsh – Chief Creative Officer
Matt Chandler – Executive Creative Director
Adam Ledbury – Senior Art Director
Will Halstead – Senior Copywriter
Dom Hickey – Head of Planning
Mandy Whatson – Managing Partner
Lisa Zimpel – Business Director
Renata Barbosa – Head of Integrated Content
Natalie Greaves – Senior Producer
Production Company: Photoplay
Playtime Director: Stef Smith
Executive Producer: Oliver Lawrance
Senior Producer: Tom Slater
Post Production: The Editors
Editor: Grace Eyre
Sound: Sonar
Sound Engineer: Timothy Bridge
