Domain invites Australians to ‘See the possibilities’ in spring campaign
With Australians spending much more time at home, the need for space, natural light, and location is becoming much more apparent.
Domain has tapped into this sentiment to launch new brand platform ‘See the possibilities’, just in time for spring selling season.
The campaign comes as Domain reported a net loss after tax of $227.7m and a 10.5% drop in revenue last week for its FY20 results. The platform found buyer demand for property up 30% year-on-year between March and July and requests for private inspections up 47% through the platform. In July, Domain reached 6.9m Australians, an audience up 34% year on year, it reports.
Following on from February’s campaign that saw it highlight the different features of its platform, Domain is continuing its push of unique search filters in the new ads, including keyword, map search and search by schools.
An OOH execution
Recent search trends have included properties with balconies and studies.
“We are spending more time than ever at home, it is clear that Aussies are reimagining how and where they want to live,” said Emily Murren, Domain’s director of consumer marketing.
“We’ve seen some big shifts in property search criteria, with a whopping increase of over 600% for home offices in Victoria and huge increases nationally across other terms such as ‘retreat’, ‘balcony’ and ‘study’ – it is clear that we are all thinking more about the role our homes play in our lives.
“This Spring, we’re very excited to be launching a fresh new look, and our new brand platform ‘See the possibilities’. It seeks to shine a light on the human truths of those micro-moments when you just know it’s time to move, showcasing our fantastic app and web features that have been developed to make finding the right property for you easier.”
The campaign has rolled out during Nine’s The Block, which Domain is a platinum sponsor of. It is also appearing across out-of-home assets including street furniture and billboards, as well as on social media, Spotify and TV on Ten and Foxtel.
The campaign was created in collaboration with M&C Saatchi and Re.
Domain have really lost the edge with their marketing over the past few years. Such a shame.
User ID not verified.
this is clever. Great casting Team Domain.
User ID not verified.
Totally agree. It’s also hard for them to clearly differentiate themselves from Realestate.com.au when REA are the clear market leader.
User ID not verified.