Domain launches new spring campaign via DDB Sydney to ‘win Saturday’
Property marketplace, Domain has launched a national integrated campaign ahead of Spring, urging consumers to see Saturday as ‘game day’.
The campaign, via DDB Sydney, comes after Domain said it saw a “record-breaking year“, with print and digital audience up to 9.4 million, an almost two million year-on-year rise. Domain is 60% owned by Nine Entertainment Co.
Domain’s new campaign positions itself as the place prospective buyers, sellers and those interested in the property market can go to set themselves up with the information to get an edge on the competition and ‘win Saturdays’.
Director of consumer marketing at Domain, Emily Murren, said: “Our new campaign celebrates the obsession Australians have with property throughout the week and on Saturday – game day. After surveying 1,000 Australians’ motivations within the ever-changing context of the property market, it was evident having an edge over other buyers was really important in such competitive conditions, driven by soaring buyer demand.”
DDB Sydney ECD, Matt Chandler, said: “Anyone who has bought or sold a property knows that Saturday is game day. We love this fun series of ads that position Domain as the perfect companion and coach, preparing you for the big day, every week.”
The campaign launches today, featuring a series of 15 and 6 second TVCs and will run across TV, on Channel Nine, Ten, Foxtel and SBS, digital and OOH on JCDecaux, Go Transit, Moove Media, QMS, GOA and Ooh Media locations.
Domain is also partnering with Channel Nine on a ten-week property series across A Current Affair, the Today Show and Weekend Today, showcasing “localised property data, insights, and advice from Domain expert Alice Stolz and Channel Nine’s Chris Kohler”.
Domain also have a seven year partnership with The Block, with the Domain app featuring as the contestants’ “property superpower” to help them win Auction Day.
In June, independent PR agency Adhesive won Domain Group’s PR account.
Domain works with both DDB and M&C Saatchi for project based campaigns, with the Autumn campaign coming via the latter.
Credits
Client: Domain
Emily Murren – Director, Consumer Marketing
Sarah Dawson – Senior Brand Manager
Rebecca Gerometta – Marketing Manager
Alexandra Kendall – Product Marketing Manager
Eliza Day – Marketing Coordinator
Jon Hollamby – Creative Director
Melinda Craig – Design Lead
Creative Agency: DDB Sydney
Ben Welsh – Chief Creative Officer
Matt Chandler – Executive Creative Director
Adam Ledbury – Senior Art Director
Will Halstead – Senior Copywriter
Dom Hickey – Head of Planning
Mandy Whatson – Managing Partner
Lisa Zimpel – Business Director
Renata Barbosa – Head of Integrated Content
Natalie Greaves – Senior Producer
Production Company: Photoplay / Playtime
Director: Stef Smith
Executive Producer: Oliver Lawrance
Senior Producer: Tom Slater
Post Production: The Editors
Editor: Grace Eyre
Sound: Sonar
Sound Engineer: Timothy Bridge
Media Agency: PHD
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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