Aussie cricketers Pat Cummins, Steve Smith and Usman Khwaja star in Domain’s summer cricket campaign
Australian cricket stars Pat Cummins, Steve Smith and Usman Khwaja have fronted Domain’s summer campaign, ‘Proudly Property Tragics’, that will run throughout the cricket season.
The TVCs will air across Seven, and placements integrated into the cricket broadcast will feature players Nathan Lyon, Josh Hazelwood and Matt Wade. In-stadium grass, perimeter and scoreboard branding will also be activated.
Domain signed a three-year naming rights deal with Cricket Australia last year, a few months after Foxtel and Seven secured the cricket broadcasting rights, previously held by Nine.
Domain is now majority owned by Nine, as part of the Fairfax takeover,
The campaign will span across Domain’s social media and digital channels, and a Snapchat filter will be activated during the Domain test match between Australia and New Zealand. The filter will be geo-located to the stadiums where the test will take place, making it only available to fans at the games and in the surrounding areas.
Domain’s Test Stadium Open for Inspection competition, which launched earlier this month, will continue into the summer, enabling cricket fans to explore their favourite stadiums as a listing on Domain. Participants will go in the running to win a corporate box at an upcoming Domain Test series.
The campaign relies on the insight that Australians are tragics for property, and combines it with the nation’s love of cricket.
Emily Murren, Domain’s director of consumer marketing, said property and cricket are a good pairing.
“Building on the success of our first year together with Cricket Australia, we’re excited for the Summer of Cricket ahead and our Platinum Partnership to help Australians celebrate in their two favourite obsessions: cricket and property.
“As the cricket pitch heats up, so is the property market. We’re seeing increased demand for listings and higher clearance rates, so it’s prime time for us to remind Australians how Domain can help them along every step of their property journey by highlighting our new listings, market data and property tools.
“Our latest campaign aims to showcase our expert knowledge of property and our market-leading products in a fun way to delight cricket and property tragics alike.”
The campaign was devised by creative agency, Special Group, with production company Revolver/Will O’Rourke.
Domain is a platinum partner of Cricket Australia. It will be painting the SCG pink for the Domain Pink Test, from January 3 to 7 2020.
Credits
Agency: Special Group Australia
CEO: Lindsey Evans
Managing Director: Cade Heyde
Executive Creative Directors: Tom Martin and Julian Schreiber
Creative Team: Nick Cole and Pat Allenby
Business Director: Caity Cowper
Planning Partner: Dave Hartmann
Head of Production: Nick Lilley
Production Company: Revolver/Will O’Rourke
Director: Tim Green, The Glue Society
Managing Director/EP: Michael Ritchie
EP: Pip Smart
EP/Producer: Jasmin Helliar
Producer: Ian Iveson
Director of Photography: Russell Boyd
Edit House: The Glue Society Studios
Post Production: Heckler
Sound: Rumble Studios
topics
cricket
Cricket Australia
Domain
Emily Murren
Josh Hazelwood
Matt Wade
Nathan Lyon
Pat Cummins
Special Group
Steve Smith
Usman Khwaja
One dumped for homophobic remark
One dumped for cheating
One dumped for being useless
Who’s picking the talent?
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Cheap. Domain back to the bad old days.
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Cricket players must look at television commercials like this and wonder what control they have over their brands. The three look idiotic. How does Cricket Australia allow this to happen?
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Funny and different. I saw this during the telecast today and it worked.
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Good idea choosing an ad format where the players don’t have to akwardly try to ‘act’ 😛
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Explain so I understand the rotating cricketers.
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tinson
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This is funny. Lyndsey Evans CEO.
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should prob check your facts before slandering 1 of the 3 cricketers featured used a homophobic slur when it wasn’t them….
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