Domain jumps on tree and seachange trend in autumn campaign
Domain has taken inspiration from the Australians seeking a seachange or treechange in its Autumn campaign, depicting a man cooped up in a city apartment and being confronted with the paradises of his colleagues homes.
The campaign has focuses on two elements of the property journey, first the desire to find a home that matches your lifestyle, and then utilising the tools on Domain’s site to help buyers and sellers find their perfect match.
The campaign comes off the back of Domain reporting total listing viewings up 30% year-on-year in January and app launches up 67%.
“It is clear that people are loving the Domain experience, and with the increasing confidence in the property market we are excited to inspire home seekers with what’s possible when it comes to searching for a new home and lifestyle,” said director of consumer marketing, Emily Murren.
The TVC will be backed by a content series, running on Nine’s mastheads and social channels, which follows Domain users that found their escape from the city using the platform. The ads will air on broadcast TV, particularly during Married At First Sight, The Amazing Race and Nine News. The campaign also spans display, Out-Of-Home and Spotify advertising.
The campaign builds upon Domain’s brand platform ‘See the possibilities’.
“We’re excited to launch the next phase of ‘See the possibilities’ at a time when it’s clear Australians are inspired to make a move,” Murren added.
“Last year, our search data showed people wanting more space, balconies and home offices. This year, both buyer demand and house prices have been surging, it is clear to see people are also thinking about a lifestyle change. National demand demonstrates Australian’s are coming to Domain for whatever change they are looking for, and this is brought to life in this fun spot where our protagonist Mike takes inspiration from his colleagues to hop on Domain to find his new possibility. ”
Credits
Re
M&C Saatchi
Brilliant Films
