Domain shows how Australians are reimagining where they want to live

10 March 2021

Advertiser: Domain

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The campaign came to life in collaboration with Re, M&C Saatchi, and Brilliant Films.

Domain has launched its Autumn campaign following a record-breaking summer with total listing viewings up 30% year-on-year in January and app launches up 67%.

“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,” Domain director of consumer marketing Emily Murren says.

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 February 28 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.

“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,” Murren says.

“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.

Partners and agencies involved in bringing the new campaign to life include Re, M&C Saatchi, and Brilliant Films.

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