Domain promotes latest features of its property app in new multi-channel Spring campaign
With spring only a few weeks away, Domain has today launched its new campaign centred around its industry leading app which makes the property experience easier and more enjoyable for Australian house hunters and property enthusiasts.
Building on previous success, Domain is taking the Spring campaign to a new level with a multi-channel approach that encompasses everything from national sponsorship agreements with The Block, an online video content series, two brand new television commercials (TVCs), and the rollout of one of the nation’s biggest outdoor campaigns.
The campaign messaging centres on “Australia’s best property app” and is reinforced with a suite of new features such as Domain Check-in, finger search and soon to come, Agent Chat.
Domain will also release two new TVCs, produced and featuring the stars of the critically acclaimed online video series, Avalon Now. The first 60 second TVC will be premiering this Sunday 21, August during the first episode of The Block, and the 30 second TVC airing on 4, September. The TVCs showcase the award winning Domain app and its product features, including Home Price Guide, School Zones, Agent Chat and Domain Check-in.
The TVC is produced in the same humourous style as the online video series, Avalon Now, which Domain has just launched for a second season and has already clocked over 890k views.
Last year, Domain launched Avalon Now Season One, commissioning Avalon local residents, Bruce Walters and Felix Williamson, to create a quirky and all around hilarious, eight part video series based on their parody short film that won top spot at the Creative Creatures Film Festival. The season was a huge success, attracting 2.2 million views and reaching an audience of over 3.1 million Facebook users.
The new season builds on Domain’s reputation as a premium content producer, engaging audiences in the property conversation with creativity, authenticity and humour. The first episode is now available at Domain.com.au/Avalon-Now and a new episode will be released every week throughout August and September.
As part of the Spring campaign, Domain has announced its second year of a major sponsorship deal with Australian reality television program, The Block. Domain will provide Australians with access to exclusive content, including editorial posted through Domain’s digital channels and a totally new way to experience the room makeovers. From the first week of room reveals, viewers are able to use the Domain app to explore the rooms with exclusive access to 360 degree photographs. Domain will also launch a nine week consumer promotion, giving viewers the chance to win $20,000. The Domain ‘M’ will be placed in one of the rooms and viewers will hunt through the 360 degree photographs to find it and go into the running to win the prize. Weekly Block Shop prizes will also be given away.
Combining market expertise with a deep knowledge of the property content Australians love, Domain’s property experts will appear on the program on the Buyer’s Jury and during the auctions. The Block’s property listings will also be available exclusively through Domain.
This is the third season that Domain is a sponsor of the Logie award winning program and is, once again, one of the program’s top three sponsors.
The sponsorship deal adds to Domain’s existing sponsorship agreements, which includes the Domain Stadium in Western Australia and the Adelaide Crows.
Domain is also rolling out a massive national outdoor campaign, which will see a total of 625 sites, including tram and bus wraps and digital street furniture, covered with Domain branding. Similar to the TVCs, the outdoor advertisements focus on clear and simple messaging around the Domain app and the features which 
make it simpler and more enjoyable for Australians to find their next dream home.
Says Melina Cruickshank, chief of editorial and marketing, Domain: “Domain always searches for ways to help Australians get ahead on their property journey, whether it’s providing the best tools, the right information, or any technique to make the process more enjoyable. This vision has been the driving force of our Spring campaign, from our outdoor TVCs to the online video series. We know what works, but also love experimenting with innovative formats and channels, incorporating clear and simple messaging, and weaving in a sense of humour that truly resonates with Australians.
“In addition, we’re targeting almost every medium — television, digital, social and outdoors. This is a major and critical initiative for Domain, and we look forward to painting Australia green and introducing it to the public.”
5 Comments
Great. Another client box-ticking ad.
Punters love these right?
Domain and Realestate.com.au on a race to the bottom for worst advertising.
I love the Avalon series. Richard Roxburgh in the latest one too.
It’s great.
I saw the TVCs and didn’t really get it. Am I meant to have seen Avalon? Not sure this campaign works with the mass reach of the Block. A little too niche.
Comedy is hard. Social satire is harder.
This is not funny.
I am not laughing at the character’s or myself when I watch these.
The result is that I don’t want to be anything like these people, or use any of the products they use.