Leading property marketplace Domain has launched its national multichannel spring campaign via DDB and PHD following another successful year, which saw digital audiences peak to 8.4 million in a month.
The campaign illustrates the Domain app is your partner at every stage of the property journey, from renting, buying and selling – Domain helps you find your way home.
The hero of the campaign is the 30” TVC spot, running nationally across TV and digital.
Following a couple’s lives in their changing homes, Domain taps into the emotions that prevail for so many Australians, from outgrowing their first rental to the need to downsize from the empty nest.
Front and centre of the campaign is the highly-rated Domain app that helps the couple feel confident in finding their way home. Features include the wide breadth of listings added daily, personalised alerts that match your search and the ability to find competitive rates with award-winning home loan specialists via Domain Home Loans.
Speaking about the campaign, Domain’s Director of Consumer Marketing Emily Murren said Australians were navigating uncertain times in a changing property market and it was more important than ever for them to feel confident in their property choices.
“Our campaign puts emotion at the centre and showcases the indispensable Domain tools and resources readily available for our customers to make the right decision, no matter where they are on their journey,” she said.
DDB Sydney Creative Partner Jenny Mak said property decisions were often driven by life events.
“Following a central character through time allowed us to tap into relatable life moments and put Domain at the heart of the next move,” she said.
Domain’s spring campaign will feature on a range of channels, across TV, (Channel 9, Seven, Foxtel, and SBS) digital (Facebook, Instagram, YouTube, and Video on Demand platforms), and out of home advertising such as billboards, buses, trams and street furniture (JCDecaux, Go Transit, Moove Media, QMS, GOA and oOh!).
As Nine Radio’s property partner, Domain will feature across 2GB and 3AW including hit shows like Money News, Ben Fordham Live and 3AW Breakfast.
This year also marks the eighth year of partnership with Australian reality show The Block.
Once again the Domain app will be one of the contestants’ indispensable tools, alongside Domain expert Alice Stolz who will help the teams navigate the tree-change journey.
The launch follows the announcement of Domain securing its biggest listing yet, partnering with the new world-class Allianz Stadium and the iconic Sydney Cricket Ground.
As the official property partner of Moore Park’s home of sport precinct, Domain has in-stadium branding, broadcast and digital exposure and hospitality opportunities.