Domain has launched a new brand campaign built around its Matterport 3D tour technology, telling buyers that with the tool, “the open home is always open.”
The campaign centres on a series of humorous films showing prospective buyers virtually “dropping in” to inspect properties outside normal open home hours.
Domain says the feature lets buyers walk through a home online, get a feel for its layout, take precise room measurements and even remove furniture from view, all without visiting in person.
The advertising will run across television, out-of-home, broadcast video on demand, social, digital and product placements, with integrations planned across The Block, the NRL Finals Series, and the NRL and AFL Grand Finals.
Aisling Finch, Domain’s Chief Marketing and Communications Officer, said the campaign was designed to give buyers more flexibility during what can be a stressful process.
“Buying property is one of life’s biggest decisions, which is why we’re focused on creating experiences that help people feel informed and confident at every stage of the journey. Open homes are an important part of the process, but they don’t always fit around busy schedules,” Aisling said.
“Matterport gives buyers the flexibility to explore properties on their own terms.
“The campaign brings that benefit to life in a distinctly Domain way, using humour and unexpected virtual drop ins to show that with Matterport, the open home is always open.”
Richard Shaw, Deputy Chief Executive Officer at Howatson+Company, the agency behind the creative, said the technology gave the campaign plenty to work with.
“The innovation from Domain sells itself, it’s an unbelievable advantage when it comes to inspections. We brought Domain’s distinctive tone to the films to show it – which enjoyably meant a man in his pants ‘measure twice, cut once’ and a group of ladies taking a ‘very thorough’ interest in doorway dimensions over a game of cards. It’s a fun way to demonstrate a very real benefit,” Richard said.
More information on Matterport tours is available at domain.com.au/matterport.