With spring just around the corner, Domain has just launched its latest Spring campaign centred on what it claims is “Australia’s best property app”.
The new campaign, which is dubbed Spring, uses a multi-channel approach encompassing its national sponsorship agreements with The Block, an online video content series, two new television commercials, and the rollout of one of the nation’s biggest outdoor campaigns.
Sponsorship deal with The Block
As part of the Spring campaign, Domain has announced its second year of a major sponsorship deal with Australian reality television program, The Block. Domain will provide access to exclusive content, including editorial posted through Domain’s digital channels and a totally new way to experience the room makeovers. From the first week of room reveals, viewers are able to use the Domain app to explore the rooms with access to 360-degree photographs. Domain will also launch a nine-week consumer promotion, giving viewers the chance to win $20,000. The Domain ‘M’ will be placed in one of the rooms and viewers will hunt through the 360-degree photographs to find it and go into the running to win the prize.
The sponsorship deal adds to Domain’s existing sponsorship agreements, which includes the Domain Stadium in Western Australia and the Adelaide Crows.
New television commercials and launch of Avalon Now 2
Domain will also release two new TV commercials, produced and featuring the stars of the critically acclaimed online video series, Avalon Now. The first 60 second TVC premiered on 21st August during the first episode of The Block, and the 30 second TVC will air on 4th September. The TVCs showcase the Domain app and its product features, including Home Price Guide, School Zones, Agent Chat and Domain Check-in.
Last year, Domain launched Avalon Now Season One, commissioning Avalon local residents, Bruce Walters and Felix Williamson, with the aim to create a quirky and humorous eight-part video series based on their parody short film that won one of the top spots at the Creative Creatures Film Festival. Domain says that Avalon Now Season One attracted 2.2 million views and reached an audience of over 3.1 million Facebook users.
The first episode of Avalon Now 2 is now available at Domain.com.au/Avalon-Now and a new episode will be released every week throughout August and September.
National outdoor campaign
Domain is also rolling out a massive national outdoor campaign, which will see a total of 625 sites, including tram and bus wraps and digital street furniture, covered with Domain branding. Similar to the TVCs, the outdoor advertisements focus on clear and simple messaging around the Domain app and the features which they say will make it simpler and more enjoyable for Australians to find their next dream home.