Australian property portal Domain.com.au has recently launched a light-hearted and spirited multi-platform campaign (TV, print, outdoor and digital), which suggests that Domain property hunters can 'dominate' the competition by banishing the “unholy beasts”.
The campaign is the brain-child of Whybin\TBWA\Tequila which drew on the idea that real estate shopping is practically a cut-throat endeavour, where buyers go against buyers to the bitter end... so-to-speak.
“We have all experienced how competitive hunting for the perfect house can be. We have all shivered with fear when the wealthy looking couple with the matching boat shoes strut in during the inspection. It signals serious competition. Domain offers that competitive edge to win the battle and beat that pastel jumper wearing opposition.” Said, Paul Bradbury, Whybin\TBWA CEO.
Matt Siddons, Fairfax Marketplaces marketing director, said: “We are having a bit of fun with the competition that plays out between buyers vying for the same property. You have to be smart to beat your competitors to the best property and Domain’s unique set of tools and information can help our customers come out on top.”