Domain Launches ‘Find Your Way Home’ Campaign Nationwide

Domain, a prominent property marketplace, has recently unveiled its national Spring campaign titled ‘Find Your Way Home’ through a collaboration with DDB Sydney and PHD. This launch comes on the heels of a successful year where Domain’s digital reach surged to 8.4 million monthly users. The campaign emphasizes the Domain app as an essential tool throughout the property journey, catering to needs from renting to buying and selling, ultimately guiding individuals to their ideal home.

The focal point of the campaign is a 30-second TV commercial broadcasted nationally on both television and digital platforms. The ad follows a couple through various stages of homeownership, capturing the emotional essence of Australians’ property experiences. Domain’s app takes center stage, offering features like daily updated listings, personalized alerts, and access to competitive rates through Domain Home Loans, providing users with confidence in their property decisions.

Emily Murren, Domain’s Director of Consumer Marketing, highlighted the campaign’s emphasis on emotional connections and showcasing the array of Domain tools available to empower customers in making informed choices amidst evolving property markets. Jenny Mak, Creative Partner at DDB Sydney, underscored the campaign’s narrative approach, leveraging relatable life moments to position Domain as a pivotal player in individuals’ property decisions.

The Spring campaign, launched across various channels including TV (Channel 9, Seven, Foxtel, and SBS), digital platforms (Facebook, Instagram, YouTube, and Video on Demand), and out-of-home advertising such as billboards and public transport, aims to reach a wide audience. As Nine Radio’s property partner, Domain will feature prominently on shows like Money News and 3AW Breakfast. Additionally, Domain continues its long-standing partnership with The Block reality show, providing contestants with valuable tools and expert guidance for their property challenges.

Notably, Domain recently secured a significant partnership with Allianz Stadium and the Sydney Cricket Ground, enhancing its brand visibility through in-stadium branding, broadcast exposure, and hospitality opportunities. This strategic move aligns Domain with premier sporting venues, further solidifying its position in the property market.

The creative execution of the campaign was led by DDB, featuring talents like Chief Creative Officer Stephen de Wolf and Creative Partner Jenny Mak. The production was handled by Good Oil, while media planning and buying were orchestrated by PHD Media. Domain’s marketing team, spearheaded by Chief Marketing Officer Rebecca Darley, collaborated seamlessly to bring the ‘Find Your Way Home’ campaign to life, resonating with audiences and reinforcing Domain’s commitment to guiding individuals on their property journeys.

The positive feedback from viewers and industry enthusiasts underscores the campaign’s effectiveness in conveying Domain’s message. With a blend of compelling storytelling, strategic media placement, and creative excellence, Domain’s ‘Find Your Way Home’ campaign sets a high standard in the competitive property marketplace, solidifying the brand’s position as a trusted ally for Australians seeking their dream homes.