Rose Byrne and Bobby Cannavale front Domain’s new brand platform via Howatson+Company in irreverent take on the Aussie property journey
In partnership with Howatson+Company, Domain has launched a new campaign starring Rose Byrne and Bobby Cannavale.
The campaign introduces the new brand platform ‘Know what we know’ which reflects Domain’s commitment to power more customers with confidence in their property journey.
Says Rebecca Darley, chief marketing officer, Domain: “In an era where information is the most valuable asset, “Know What We Know” bridges the gap between the experts and the seekers. As a data and tech-powered business, Domain is on a journey to leverage its assets to guide Aussies through every step of their property journey.
“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. 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. With Domain gone are the days of undercover suburb stakeouts and uninformed decisions, you have the power to know what the experts know, empowering you to navigate your property journey with confidence.”
Through the campaign series, Rose and Bobby play a couple who go to extreme lengths to try and uncover information that will help them find the right property. Each film is resolved by Domain’s brand new search experience, including exclusive features ‘Search by School Zone’, ‘Recently Sold Prices’, and ‘Suburb Insights’.
The films were directed by Trent O’Donnell known for his comedy series including No Activity, Colin from Accounts, Ghosts and Hacks.
Says Richard Shaw and Jeremy Hogg, executive creative directors, Howatson+Company: “Since day one, Rebecca and the Domain team have spoken of their ambition for the business and the brand — you can see that ambition in this first campaign. We couldn’t be more excited to launch ‘Know what we know’ for Domain and continue to build the platform together.”
The campaign includes TV, online, OOH, radio, social and sponsorship of Allianz Stadium.
Client: Domain Group
Chief Marketing Officer: Rebecca Darley
Director Marketing Strategy and Insights: Heather McGovern
Director of PR & Communications: Sarah Macartney
Head of Brand: Andrew Younis
Senior Marketing Manager: Shanika Campton
Senior Marketing Manager: Sarah Skinner
Marketing Manager: Madde King
Marketing Manager: Rebecca Gerometta
Domain Creative Team: Jeff Boisvert, Melinda Craig, Madeleine Fallins, Marcelo Canizares
Agency: Howatson+Company
Chief Executive Officer: Chris Howatson
Executive Creative Directors: Richard Shaw, Jeremy Hogg
Senior Art Directors: Britt Manning, Tom Macphail
Senior Copywriter: Alberta Gunner
Head of Production: Holly Alexander
Senior Producer: Natalie Greaves
Managing Partner: Kristie Thistlethwaite
Senior Business Director: Kirsty Taylor
Chief Strategy Officer: Dom Hickey
Head of PR: Ben Handberg
Head of Design: Caroline Gilroy
Senior Designer: Dana Rogers
Senior Experience Designer: Chloe Schumacher
Finished Artist / Retoucher: Simon Merrifield
Production Company: Beautiful State
Director: Trent O’Donnell
Executive Producer/Producer Kim Kirby
Post Production: The Editors
Photographer: Dave Todon
Sound: Rumble Studios
Media Agency: PHD Media
48 Comments
Love these
once you get beyond the proactive mattresses and beer work – heres what you really get
These are very good
Wow. How much did this cost?
The median is the middle number, not add the numbers up….( this is the mean).Why did you do this? It would just confuse students
Advertising at its worst. Scripts so corny even Hollywood actors can’t fix then.
Agree totally 👍
forced and cringe. two hollywood elites struggling to find a house in Aus, not believable
Particularly a problem because when you’re in the market to buy, you feel like everyone is lying to you.
Agree – totally too corny and again not given credit to Australians having a brain. One of asking child on street totally inappropriate I would of thought.
I want to like these. So much talent involved but these fall really flat.
Not sure the message they’re getting across is that compelling either.
The “insights” that the app provides are super rudimentary.
They’re the same things Domain has been plugging for years.
This was very uncomfortable to watch.
Are the DBAs?
You’ve got a competitor who is number one in market, with a distinctive red brand, you’ve hidden green right to the end, while introducing two new talent who have no longevity to the campaign or the brand.
Weird, weird.
aRe tHE dbas?!
yOUvE GOT a cOMpetITOr wHO Iz nUMber 1 IN MOrket
These are very good and very funny. Why the naysayers.
Because they aren’t good, that’s why.
These are GREAT!
Would love to see the work the haters are making right now. Would it kill ya to say something nice!
Fun work Howatson, I giggled.
Agree with @hatersgonehate, what are all the negative comments making?
I laughed, I watched and thought Australia is making some great ads at the moment. Long may it last.
Yet another annoying ad using an American to sell a real estate app.
Bobby is hilarious. Well done
these are great
yikes!
Enjoyed the Fred Armisen nod. Who cast these?
These are really funny. Can’t understand all the negativity, so good to see work that’s well done and actually makes people laugh. As opposed to smile in that smug, advertising way….
I like them. We’ll done.
Your 60″ is out of sync. That one’s easy to fix.
Felt like a scene from a c-grade movie
I applaud the junket and the budget but the work is woeful.
Aren’t they married?!
That script is genuinely terrifying. Who signed off on this??
Spot on. They’re good at winning awards when there’s no client involved, completely average when it comes to real work.
It really is
Not much, I quite like them. I didn’t really get that they were pretending to be movers until I watched it a second time.
Biggest miss was the suburban LA street in the first one. Paired with the American accent I thought it was a US ad.
Good fun though!
Where do they get this much budget?? No-one knows who Bobby is and that they’re married. At least they got a great director as without that it would’ve been a complete waste of money – maybe a few laughs will help.
Puhleeeeeze…’the suburban LA street’?!?
Is that all you can add to the conversation?
It could be a house in any number of streets,in any number of suburbs in either Sydney or Melbourne.
You should get out more.
Oh these are terrible. Treating audience like they are idiots
Deciduous trees, shingles on the roof and a Honda model that was never sold in Australia. But guess where it was sold?
You should see the world more.
Have you not heard of STRANGER DANGER.
Every spot nails it for me. Well done to all involved!
These are definitely up there. Up there with those silly ads with Arnold Schwarzenegger for RealEstate.com that were also trying too hard to be funny and shot in LA.
Domain “know what we know”. Apparently not basic statistics. I’m not trying to be median here but Rose has got her median and mean confused. Time to start looking at realestate.com
Horrible, cringeworthy ads.
Domain should know better – they need to hire a fact checker – the median is NOT found by ‘adding all the prices and dividing by the number of houses’ – that is the ‘mean’. Luv luv luv Rose Byrne and Bobby and the humour they bring to the ad.
Love the way she explains concept of “median” to a young child and gets it completely wrong! I’ve always suspected Domain don’t understand the concept.
Domain don’t understand the difference between “Average” and “Median” price. Stick with the other (red) real estate site.
Why does the gym one not have the “it’s not my regular bike” line? That’s the best part of it!
Gives the impression that domain doesn’t have any idea, can’t even tell the difference between median and mean