Domain releases comedy content series poking fun at Australian property market

Fairfax’s real estate portal and content platform Domain has created a six-part comedy content series, sponsored by home loan lender ME, centred around the current challenges of the property market.

The “tongue-in-cheek peek inside the often daunting world of Australian property” was produced by Engine Room Productions after Domain and ME put out a brief seeking close collaboration with Domain’s editorial team to “package up a light-hearted content series that explores all of the key considerations for homeowners in each Australian capital city, pitting them up against each other in a fun and engaging way,” according to a statement.

Katie Harper, content and brand partnerships manager at Domain said the ‘States BBQ’ series succeeded at both promoting the partnership with ME and capturing the nuances of Australia’s relationship with property.

“ME’s brief challenged us to think creatively, specifically asking for a big idea that would break new ground and challenge convention. When we started streaming live auctions on Facebook, we were able to witness in real time the sentiment of Australians in different states towards the current property market. Capturing that sentiment and turning it into a humorous video series was the perfect way of bringing ME’s cheeky and charming brand persona to life.

“The videos have struck a chord and cut through with our audience, as seen by the 190,000 views on our site and across social since its launch. We’re aiming to build awareness around ME’s brand simultaneously by distributing the videos on Facebook but also within insightful articles online, integrating ME spokespeople and data.”

ME’s head of home loans Patrick Nolan said the content partnership with Domain was a great way to draw attention to the challenger bank’s brand offering.

“Our brand steps aside the conventional and engages on issues that everyone is talking about, so Domain’s new BBQ series was naturally a perfect fit,” he said.

Episodes one (house prices), two (commuting) and three (proximity) are available now, with Engine Room Productions’ lead creative and director of the series Damien Cassar apologising for the videos’ noticeable absences: “What better way to talk about the current state of the Australian property market than having an unofficial COAG over snags? Apologies to the NT and ACT – with South Australia and Tassie barely invited, it’s a hard table at which to nab a seat. PS, could someone please help me pay my mortgage?”


Client: Domain

Content & Brand Partnerships Manager: Katie Harper

Content Marketing Specialist: Claire Young

Video Lead: Stephen Claxton

Writers: Claire Young and Jason Folkard

Production Agency: Engine Room Productions

Managing Director: Adrian Hyde

Lead Creative: Damien Cassar

Director: Damien Cassar

Producer: Brynn Fulcher Meredith

DOP: Kevin Scott

Editor: Craig Bailey

Sound Design: Red Note Visionary Sounds

Grade: Evan Zell


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.