Domain Helps Aussies Win Saturday’s Property Game In New Campaign Via DDB Sydney
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
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.