Domain launches new six-part comedy series ‘States BBQ’ via Engine Room Productions

Domain has just released a tongue-in-cheek peek inside the often daunting world of Australian property with a new comedy series called ‘States BBQ’ sponsored by home loan lender ME.

Created in collaboration, the six-part episode series was written by Domain and brought to life by Engine Room Productions, with direction by Damien Cassar. The series centres around the current challenges of the property market, touching on delicate topics including house prices, commuting, proximity, first homes, dream homes and investing.

WATCH EPISODE 1

WATCH EPISODE 2

WATCH EPISODE 3

The brief was to collaborate closely with Domain’s specialist editorial team and to package up a lighthearted social 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.

Says Cassar, also lead creative at Engine Room: “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?”

The series casts some of the country’s finest comedic talent, including Katie Burch (Sydney), Mark Samual Bonanno from Aunty Donna (Melbourne), Greta Lee Jackson from Skit Box (Hobart), Luke Heggie (Perth), Mark Humphries (Adelaide) and Anthony Gooley (Brisbane).

Says Katie Harper, content and brand partnerships manager, Domain: “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 head of home loans, Patrick Nolan, said the ME’s content sponsorship with Domain was a great way to increase awareness of the challenger bank’s new modern, digitally-savvy brand.

Says Nolan: “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.”

Client: Domain

Grade: Evan Zell