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Domain’s spring campaign has been released, offering a light-hearted take on how Australians know it’s time to move to a better-fit location.
The new campaign, “See the possibilities”, plays on reliable “It’s time to make a move moments”, encouraging people to move to somewhere that’s a better fit for their current lifestyle.
“From needing a home office rather than being perched at the end of the dining table, to a frustrated and frantic pet yearning for access to a local park and also a desperate man who just wants more natural light — the campaign features a diverse range of people who each have their own story for their ‘It’s time’ realisation,” Domain explained in a statement.
The campaign, which was created in partnership with RE Agency and M&C Saatchi, comes at an ideal time, with spring fast approaching and Domain seeing a surge of buyer demand in recent months. Views of properties were up by almost 30 per cent year-on-year between March and July, while requests for private inspections were up by 47 per cent.
“In the past few months, Domain has seen a strong surge in searches for properties with balconies and studies and people yearning for a tree change in a bid to have more space. The campaign homes in on these truths and places Domain’s product features front and centre,” Domain’s statement said.
“Features like keyword and map search, search by schools and search filters are weaved into the spots, highlighting Domain’s role in helping Aussies search and find their next home.”
Commenting further on the roll-out, Emily Murren, Domain’s director, consumer marketing, said: “We are spending more time than ever at home, it is clear that Aussies are reimagining how and where they want to live.
“We’ve seen some big shifts in property search criteria, with a whopping increase of over 600 per cent for home offices in Victoria and huge increases nationally across other terms such as ‘retreat’, ‘balcony’ and ‘study’ — it is clear that we are all thinking more about the role our homes play in our lives.
“This spring, we’re very excited to be launching a fresh, new look, and our new brand platform, ‘See the possibilities’. It seeks to shine a light on the human truths of those micro-moments when you just know it’s time to move, showcasing our fantastic app and web features that have been developed to make finding the right property for you easier.
“We continue our focus on helping Australians with every stage of their property journey, whether buying, renting or selling. We’ve helped Australians sell over 4 million homes and plan over 7 million inspections. Domain is continuing to build a strong, loyal and engaged audience. It is our mission to continue to deliver Australians all the latest in property news, advice and data to help them navigate the property market.”
ABOUT THE AUTHOR
Emma Ryan
Emma Ryan is the deputy head of editorial at Momentum Media.
Emma has worked for Momentum Media since 2015, and has since been responsible for breaking some of the biggest stories in corporate Australia, including across the legal, mortgages, real estate and wealth industries. In addition, Emma has launched several additional sub-brands and events, driven by a passion to deliver quality and timely content to audiences through multiple platforms.
Email Emma on: Emma.Ryan@momentummedia.
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