Domain and Cricket Australia Launch ‘Proudly Property Tragics’ Campaign via Special Group
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The campaign, in partnership with Cricket Australia, builds on Domain’s recent Spring campaign, Property obsessed and continues to celebrate the nation’s two obsessions: cricket and property
With the Domain Test launching today, Domain is paying homage to Australia’s unwavering obsession with property and cricket with the launch of its new brand campaign Proudly property tragics developed by Special Group Australia.
Launching today, Proudly property tragics showcases key features from Domain that helps give Australians the confidence to make informed decisions. This includes the recently launched Domain for Owners, property alerts, listings, Search by School Zone and more.
The TVCs, airing across Seven, features Aussie cricket legends, Pat Cummins, Steve Smith and Usman Khwaja, who share different aspects of their property life like where they grew up, where they live and where they go for vacations.
The broader campaign will also run across Domain’s social and digital channels, and include an interactive Snapchat filter aimed at playing up the rivalry between Australia and New Zealand. The filter is geo-located to the stadiums allowing fans at the games and in the surrounding areas to share that they are at the Domain Test match.
Says Emily Murren, director of consumer marketing, Domain: “Building on the success of our first year together with Cricket Australia, we’re excited for the Summer of Cricket ahead and our Platinum Partnership to help Australians celebrate in their two favourite obsessions: cricket and property. As the cricket pitch heats up, so is the property market. We’re seeing increased demand for listings and higher clearance rates, so it’s prime time for us to remind Australians how Domain can help them along every step of their property journey by highlighting our new listings, market data and property tools.
“Our latest campaign aims to showcase our expert knowledge of property and our market-leading products in a fun way to delight cricket and property tragics alike.”
The campaign will also see premium in-stadium grass, perimeter and scoreboard branding along with integrated broadcast placements across Seven featuring Nathan Lyon, Josh Hazlewood and Matt Wade. Domain will also paint the stadium pink for the Domain Pink Test from January 3-7 2020.
Cricket fans can still participate in Domain’s Test Stadium ‘open for inspection’ competition, which kicked off earlier this month. Fans can explore their favourite cricket stadium as a listing on Domain and take a look behind the scenes to learn about their unique property features, as well as go into the running to win a box at an upcoming Domain Test series.
Agency: Special Group Australia
CEO: Lindsey Evans
Managing Director: Cade Heyde
Executive Creative Directors: Tom Martin and Julian Schreiber