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
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