Domain has just released a tongue-in-cheek peek inside the often daunting world of Australian property with a new comedy series called ‘States BBQ’ sponsored by home loan lender ME.
The six-part episode series was written by Domain and brought to life by Engine Room Productions, with direction by Damien Cassar.
The series centres around the current challenges of the property market, touching on delicate topics including house prices, commuting, proximity, first homes, dream homes, and investing.
The series casts some Aussie comedic talent, including Katie Burch, Mark Samual Bonanno from Aunty Donna, Greta Lee Jackson from Skit Box, Luke Heggie, Mark Humphries and Anthony Gooley.
Check out the first three episodes of the series below. Further episodes will be released across Domain-owned social channels over the coming weeks.
https://www.youtube.com/watch?v=LwQQlrKNpVc&t=3s
https://www.youtube.com/watch?v=XZ1r8UEiEn4&feature=youtu.be
https://www.youtube.com/watch?v=aER1NUzUqLM&feature=youtu.be
Cassar, who is also the lead creative at Engine Room, said: “What better way to talk about the current state of the Australian property market than having an unofficial COAG over snags? Apologies to the NT and ACT –with South Australia and Tassie barely invited, it’s a hard table at which to nab a seat. PS, could someone please help me pay my mortgage?”
Katie Harper, content and brand partnerships manager at Domain, said: “ME’s brief challenged us to think creatively, specifically asking for a big idea that would break new ground and challenge convention.
“When we started streaming live auctions on Facebook, we were able to witness in real time the sentiment of Australians in different states towards the current property market. Capturing that sentiment and turning it into a humorous video series was the perfect way of bringing ME’s cheeky and charming brand persona to life.
“The videos have struck a chord and cut through with our audience, as seen by the 190,000 views on our site and across social since its launch. We’re aiming to build awareness around ME’s brand simultaneously by distributing the videos on Facebook, but also within insightful articles online, integrating ME spokespeople and data.”
ME’s head of home loans, Patrick Nolan, said the bank’s content sponsorship with Domain was a great way to increase awareness of its new modern, digitally-savvy brand.
“Our brand steps aside the conventional and engages on issues that everyone is talking about, so Domain’s new BBQ series was naturally a perfect fit,” he said.
CREDITS
Client: Domain
Content and brand partnerships manager – Katie Harper
Content marketing specialist – Claire Young
Video lead – Stephen Claxton
Writers – Claire Young and Jason Folkard
Production agency: Engine Room Productions
Managing director – Adrian Hyde
Lead creative – Damien Cassar
Director – Damien Cassar
Producer – Brynn Fulcher Meredith
DOP – Kevin Scott
Editor – Craig Bailey
Sound Design – Red Note Visionary Sounds
Grade – Evan Zell
