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Domain helps Australians find their way home in new spring campaign via DDB and PHD

Property marketplace platform and publisher Domain has launched its latest national multichannel Spring campaign via Omnicom agencies DDB Sydney and PHD.

The campaign comes as the platform has reported a strong year with audiences peaking at 8.4 million in a month, however the figure was down from the record results in 2021.

Other assets:

Brand 15″: https://www.youtube.com/watch?v=lM1A1yNFjvU
Listings 15″: https://www.youtube.com/watch?v=R9uHPAey3mQ
Alerts 15″: https://www.youtube.com/watch?v=lqh5Uzn38I8
Home loans 15″: https://www.youtube.com/watch?v=4Uod8T6ExXo

The new work takes a distinctively different position to that of the brand’s 2021 Spring campaign, which acknowledged the competitive nature of Saturdays for those invested in the property market. With much more wholesome angle, the new campaign illustrates how Domain helps you find your way home, your partner at every stage of the property journey, from renting, buying and selling.

The campaign is spearheaded by a 30-second TVC spot which is running nationally across TV (Channel 9, Seven, Foxtel, and SBS) digital (Facebook, Instagram, Youtube, and Video on Demand platforms). Following a couple’s changing lives in their changing homes as they progress through different stages of life, 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 is the Domain app, which helps the couple feel confident in finding their way home, with features like a wide breadth of listings, personalised alerts and home loan specialists on Domain Home Loans.

Domain’s director, consumer marketing, Emily Murren commented: “We know Aussies are navigating uncertain times and a changing property market, making it more important than ever that people feel they have what they need to be confident. 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.”

DDB Sydney creative partner Jenny Mak added: “Decisions about property are often driven by what’s happening in our lives. Following a central character through time allowed us to tap into relatable life moments and put Domain at the heart of the next move.”

Supporting campaign executions will also be rolled out across out-of-home, on billboards, buses, trams and street furniture, working with partners JCDecaux, Go Transit, Moove Media, QMS, GOA and oOh!. In addition, as Nine Radio’s property partner, Domain will feature across 2GB and 3AW on hit shows like Money News, Ben Fordham Live and 3AW Breakfast.

The campaigns also coincides with the platform’s eighth year of partnership with reality TV show The Block, with the Domain app an indispensable tool for the contestants, as well as Domain expert Alice Stolz.

Domain has also recently partnered with the new Allianz Stadium and Sydney Cricket Ground as the official property partner of Moore Park’s home of sport precinct, securing the brand in-stadium branding, broadcast and digital exposure and hospitality opportunities.

Credits

Client: Domain

Creative: DDB Sydney

Media: PHD

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