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The brand has enlisted the services of two Hollywood A-listers for its latest marketing campaign.
Launched in partnership with Howatson+Company and starring Balmain-born star of The Internship and X-Men: First Class, Rose Byrne, and her partner, actor Bobby Cannavale, the campaign introduces Domain’s new brand platform, ‘Know what we know’.
A network statement explained the ‘Know what we know’ platform reflects Domain’s commitment to making it easier for property seekers and agents to benefit from the network’s deep market experience.
Rebecca Darley, Domain’s chief marketing officer, believes the campaign “embodies collaboration, shared knowledge, and partnership with consumers and agents”, in an age “where information is the most valuable asset”.
“Many Australians can relate to that feeling of property obsession, going above and beyond in their property search to feel confident they are making the right decision,” she explained.
Ms Darley added: “We know agents have witnessed this behaviour first-hand.”
“This proved fertile ground to bring to life the new, re-imagined search experience in the Domain app, and stretch the brand into a lighthearted and entertaining territory,” she said.
The network has invested into reinventing the property search experience, which benefits both consumers and agents alike, including new features such as: Recently Sold Listing, Search by School Zone, and Integrated List and Map View.
These features are designed to help buyers understand the market and locate their dream home sooner while also ensuring agents are armed with more information to find serious buyers quicker.
The trio of films were directed by Trent O’Donnell, a comedic talent known for the series Colin from Accounts, while the wider campaign covers television, radio and social media, amongst other outlets.
Domain, which reported a 0.5 per cent revenue loss last financial year owing to declining listings, has recently invested heavily in its technological offerings.
The network’s new Immersive Sold Listings Experience, which launched early last month, will reportedly “enhance the consumer search experience on Domain, making crucial property and price data more accessible and improving transparency and confidence across the buyer journey”, according to a company statement released at the product’s launch.
Moreover, Domain began the new financial year by adding AI prowess to its latest agent solution.
