Domain, a leading property market, launched its national multi-channel spring campaign via DDB Sydney and PHD after another successful year which saw digital audience peak at 8.4 million in one month.
The campaign illustrates that the Domain app is your partner at every step of the real estate journey, from renting to buying and selling – Domain helps you find your way back.
The hero of the campaign is the 30-inch TVC spot, broadcast nationally through television and digital. By following the life of a couple in their changing homes, Domain taps into the emotions prevalent among so many Australians, from growing their first rental to the need to downsize the empty nest.
At the center of the campaign is the much-loved Domain app which helps the couple feel confident about finding their way home. Features include the wide range of listings added daily, personalized alerts that match your search, and the ability to find competitive rates with award-winning home loan specialists through Domain Home Loans.
Emily Murren, Director of Consumer Marketing at Domain said, “We know Australians are going through uncertain times and a changing property market, which makes it more important than ever that people feel they have what they need to be. confident. Our campaign puts emotion at the center and showcases essential Domain tools and resources readily available so our customers can make the right decision no matter where they are in their journey.
According to Jenny Mak, Creative Partner, DDB Sydney: “Decisions about ownership are often driven by what is happening in our lives. Following a central character through time allowed us to tap into relatable life moments and place Domain at the heart of the next movement.
Kicking off today, Domain’s spring campaign will air on a range of channels, across TV, (Channel 9, Seven, Foxtel and SBS) digital (Facebook, Instagram, Youtube and home video platforms demand) and outdoor advertising such as billboards, buses, trams and street furniture (JCDecaux, Go Transit, Moove Media, QMS, GOA & oOh!).
As Nine Radio’s real estate partner, Domain will be featured on 2GB and 3AW, including hit shows like Money News, Ben Fordham Live and 3AW Breakfast.
This year also marks the eighth year of partnering with Australia’s favorite reality TV show, The Block. Once again, the Domain app will prove to be one of the most indispensable tools candidates can have, alongside Domain expert Alice Stolz helping teams navigate the tree change journey.
This launch follows Domain’s announcement of securing its largest listing yet, in partnership with the new world-class Allianz Stadium and iconic Sydney Cricket Ground. As the Official Real Estate Partner of the Moore Park Sports Venue, Domain provides opportunities for branding, digital outreach and exposure, and in-stadium hospitality.
Creative agency: DDB
Creative Director – Stephen de Wolf
Executive Creative Director – Matt Chandler
Creative Partner – Jenny Mak
Editor – Emma Leamore
Writer – Hannah Lawson
Artistic Director – Katyana O’Neill
Artistic Director – Madeleine Purdy
Artistic Director – Kate Idle
Strategy – Heather Sheen
Head of Integrated Production – Renata Barbosa
Senior Lead Producer – Niki Bentley
Managing Partner – Mandy Whatson
Commercial Director – Suejee Kim
Production Company: Good Oil
Media Agency: PHD Media
Rebecca Darley – Director of Marketing
Emily Murren – Director, Consumer Marketing
Andrew Younis – Brand Manager
Sarah Skinner – Senior Director of Marketing
Shanika Campton – Marketing Manager
Rebecca Gerometta – Marketing Manager
Eliza Day – Marketing Manager
Melinda Craig – Design Manager