Domain delivers personalised signage for Aussie property hunters, via Howatson+Company campaign
Domain has released a new campaign designed to assist Australians in traversing the unpredictable housing market, via Howatson+Company.
The real estate website’s latest advertising work extends its ‘know what we know’ platform – a campaign that launched around the beginning of September 2023, with actors, Rose Byrne and Bobby Cannavale, starring in it.
Domain’s latest campaign brings to light the necessary compromises and choices people have to make when they’re on the hunt for a new home. It goes beyond the standard “bedrooms and postcodes” decisions, instead choosing to acknowledge “far more complex and bespoke choices based on what’s right for them”.
“At Domain, our purpose is inspiring confidence in life’s property decisions,” said Domain’s managing director – consumer and chief marketing officer, Rebecca Darley.
“We know the market is challenging, and that people need to make trade-offs to find what’s right for them. Things like more room vs proximity to schools vs a shorter commute.
“We wanted to reflect the real world choices people are making and use Domain’s data to bring this to life.”
It accomplishes this by context-powered messaging in certain suburbs. The platform’s messages leverage the real estate website’s insights and suburbs data to provide viewers with “relevant, contextual stories showcasing the most prominent features of each area” to assist customers in their decision-making.
When commenting on the work, Howatson+Company’s executive creative director, Jeremy Hogg, and chief creative officer, Richard Shaw, praised Domain for their authenticity and passion in helping consumers achieve success in the property market.
They said: “Bec and the Domain team have a genuine ambition to help reflect the real challenges people face in the property market. It’s exciting to continue to build on the ‘Know what we know’ platform for Domain.”
The campaign utilises “wayfinding devices” – social, proximity out-of-home (OOH) and radio – to spotlight decision-related trade-offs and benefits.
The platform is already active in market, with over 280 OOH variations and 18 radio variations up and running with location-specific phrases.
Credits
Rebecca Darley – chief marketing officer & managing director – Consumer
Heather McGovern – director marketing strategy and insights
Kinga Papp – head of group brand and advertising
Madde King – senior marketing manager
Matisse Antonelli – marketing executive
Melinda Craig – graphic design lead
JJ Semic – graphic designer
Agency – Howatson+Company
Chris Howatson – founder and CEO
Dom Hickey – chief strategy officer
Richard Shaw – deputy chief creative officer
Jeremy Hogg – executive creative director
Tom Macphail – senior art director
Madeleine Semit– senior copywriter
Deb Frenkel – senior copywriter
Trent Michael – design director
Reece Lawson – design lead
Sophie Sykes – client partner
Sophie Grierson – business director
Charlotte Breene – junior producer
Sound Studio – Heckler Sound
Bonnie Law – executive producer
Dave Robertson – sound designer
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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