As Australia wakes up from winter hibernation, Domain has planned a monster campaign for spring.
The campaign uses a multi-channel approach across sponsorship, online video content, TV and the rollout of one of the nation's biggest outdoor campaigns.
Domain chief of editorial and marketing Melina Cruickshank says: “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.”
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.
The campaign is centred on Domain's continued sponsorship of Network Nine's The Block which will see Domain create exclusive content including 360 degree photographs. In addition, 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 $20,000.
In addition, Domain will release two TVCs featuring the stars of its online video series, Avalon Now. The second series of Avalon Now has also launched with a new episode released every week through August and September.
Finally, Domain is rolling out a national outdoor campaign with 625 sites including tram and bus wraps and digital street furniture covered with Domain branding.