Domain creates hyper-local campaign for over 60 suburbs

Domain has launched its autumn campaign, tapping into the customer insights and product features across out-of-home platforms.

The 15-week campaign features billboards broadcasting playful messages, including ‘I search by school, so I don’t have to lie about my kids living with my parents’ and ‘Hey South Yarra, in spring we saw 146% more potential house buyers than the year before. Time to sell?’

The OOH takes Domain’s insights into customers and regions and transforms it into billboards

The campaign will appear in over 60 suburbs, with the OOH content localised to the area.

Domain features which are being promoted include Shortlist Together, Search by School and Property Alerts. Domain’s new Domain for Owners platform, which gives home owners information about interest in property in their area, is also being pushed by the campaign.

One of the billboards reads: ‘Hey Sam, Domain for Owners shows demand’s up in our area… Drinks on me!’

Domain is also promoting its For Owners platform with the campaign

Emily Murren, Domain’s director of consumer marketing, said the campaign was about empowering customers with personalised information.

“Continuing the success of our summer campaign, it’s been great to see strong buyer momentum with listing views and enquiries soaring across Domain’s growing audience. It is great to see that buyers are back across Australia, but demand varies suburb by suburb. When it comes to selling, we know this is a big decision for our consumers and it is important to understand whether it is the right time for them,” Murren said.

“Empowering our consumers with information to help them confidently make the right decision about their home is at the heart of our mission, and last year we launched a great new feature, Domain for Owners, that does just that. Homeowners can see how much demand there is for homes like theirs so if they are living in high-demand suburbs and currently considering their options, there is no better time to start chatting with a local agent.

“We’re also highlighting some of the different ways Domain can help along the property journey, in a fun, playful manner. It’s personal and human, and highlights the common experiences we all face when finding a home — whether that be finding a home in the right school zone or a freestanding house so you don’t keep the neighbours up with your drum kit.

“As we head into another peak buying and selling season, we’re ready to continue helping provide confidence to Australian’s on their property journey.”

OOH appearances include billboards, street furniture, buses, trams and light rail. The campaign is also appearing across Spotify, national radio outlets ARN and SCA,  digital, social and print.

Last week, Domain released its half-year financial results, which showed the extent of the impact of challenging property and advertising markets.

It suffered a revenue decline of 10.9%, while revenue from print was down 35.2%.


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