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Domain’s New Campaign Brings to Life How Aussies are Reimagining Where They Want to Live



Domain builds on 'See the possibilities' brand platform in new outdoor, digital, TV, and social campaign

Domain’s New Campaign Brings to Life How Aussies are Reimagining Where They Want to Live
Following a record-breaking summer for Domain, with total listing viewings up 30 per cent year-on-year in January and app launches up 67 per cent, it has launched its new campaign created by Re and M&C Saatchi and produced by Brilliant Films.

Says Emily Murren, director of consumer marketing, Domain: “It is clear that people are loving the Domain experience, and with the increasing confidence in the property market we are excited to inspire home seekers with what’s possible when it comes to searching for a new home and lifestyle.”

With home buyer demand rising in 2021, the campaign focuses on two important aspects of the property journey; the first tied to Australians looking for homes that match their lifestyle, and the second on the tools needed to help buyers and sellers explore the possibilities.

More Aussies are now looking for tree or seachanges and homes better suited to their lifestyles, and Domain is bringing this to life through a new content series and TVC. In the TVC, protagonist Mike is inspired to start looking for a change when he sees colleagues have done the same.

The campaign also highlights the Domain tools empowering users to embrace the possibilities of properties that suit their home and lifestyle preferences. These tools, which include Domain Home Loans, Off-Market Properties, and Domain for Owners, help Aussies through every step of their property journeys, from applying for the initial pre-approval on a home loan through to inspecting properties before they are listed on the market, and checking if it’s a good time to sell.

The campaign launched 28 February and includes a mix of out-of-home activations with billboards, street furniture, and buses. The digital campaign will run across Display, Spotify and YouTube and the brand new TVC advertisement will run alongside popular Australian shows including Married At First Sight, The Amazing Race and Nine News.

Says Murren: “We’re excited to launch the next phase of ‘See the possibilities’ at a time when it’s clear Australians are inspired to make a move.

“Last year, our search data showed people wanting  more space, balconies and home offices. This year, both buyer demand and house prices have been surging, it is clear to see people are also thinking about a lifestyle change. National demand demonstrates Australian’s are coming to Domain for whatever change they are looking for, and this is brought to life in this fun spot where our protagonist Mike takes inspiration from his colleagues to hop on Domain to find his new possibility. ”

To ignite the imagination of Aussies considering a move themselves, Domain has also tracked the real life stories of Aussies that have seen the possibilities as part of a content series. This will run across the Nine mastheads and social channels including Facebook, Instagram, Pinterest and Twitter.

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Genres: Storytelling, Scenic

Categories: Online Platforms, Real Estate

M&C Saatchi Australia Group, Wed, 10 Mar 2021 02:54:37 GMT