‘Finding a home is a numbers game’: Domain launches latest TVC
Property marketing website Domain has launched a new 60-second brand ad focussing on the excitement of the property search process, inspections and home auctions.
The TV spot by DDB Sydney shows a montage of couples searching for a new house, set to Serena Ryder’s soul rock song ‘Got Your Number’ .
The campaign comes after Fairfax, which owns the website, confirmed that the business would be spun off as a separate entity on the Australian Securities Exchange.
The full-length advert features a selection of families enjoying the process of finding and bidding on homes interspersed with footage of the app’s features.
The series of short stories is quickly cut in time with the music and ends on photos of house numbers on the front of buildings.
Finally, the tagline ‘Finding a home is a numbers game’ is shown before Domain once again claims it is “Australia’s number 1 property app” – despite opposition from rival realestate.com.au.
Canadian musician Serena Ryder has described the catchy track that underpins the otherwise silent advert as a dance song with a “New Orleans-style essence”.
Meanwhile, Fairfax has confirmed that Domain will spin-off from its parent company after potential buyers TPG Capital and Hellman & Friedman pulled out of the bidding.
Chairman Nick Falloon then subsequently reiterated his business’ commitment to the home-buying website: “That support has been communicated during this process with a strong desire for Fairfax to progress the Domain separation and to continue to executive on its plans.
“The Fairfax board believes the company is well positioned to continue to deliver substantial returns for shareholders into the medium and long-term future.
“With media reform expected later this year, Fairfax will actively look to maximise value given the strategically important businesses we own.”
Domain has a monthly audience of 5.2m and recently appointed Chris Kohler, former editor of The Australian’s blog BusinessNow, as its business editor.
Update August 2nd: The campaign also includes new features on Domain’s property app which includes technology that allows users to instantly scan listings from Domain magazines. The campaign will also be running across out-of-home channels as well as airing during The Block.
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Hi ‘Nope’,
We were alerted to this by a few sources. Thank you for correcting us. We are now aware the ad was created by DDB Sydney and have amended.
Thanks,
Vivienne – Mumbrella