Domain & Cricket Australia Launch ‘Proudly Property Tragics’ Campaign Prior To Domain Test Series

Ahead of the Domain Test, Cricket Australia platinum partner Domain paid homage to the country’s unwavering twin obsessions of cricket and property through a brand campaign called ‘Proudly Property Tragics’.

Launched in the second half of November, the initiative was developed in partnership with Cricket Australia and was conceived and created by agency Special Group and it aims to showcase the sponsor’s expert property knowledge and its market-leading products in a humorous way which seeks to delight and engage cricket and property tragics alike.

Thus campaign showcases key features from Domain which helps give Australians the confidence to make informed decisions: including the recently launched ‘Domain For Owners’ property alerts and listings and ‘Search By School Zone’ function.

The activation is spearheaded by a video television and online video series featuring three Australian cricket legends Pat Cummins, Steve Smith and Usman Khwaja who all share different aspects of their property life – such as where they grew up, where they live and where they go for vacations.

The 30-second spots ran on official cricket broadcaster Seven and across Domain’s social and digital platforms.

The campaign also includes supporting content running across Domain’s social and digital channels

When a trivia quiz throws up a question about an Australian sporting star’s town of origin, there are a handful of safe bets that might get you over the line. https://t.co/cDAh1gGuUG

— Domain (@Domaincomau) November 21, 2019

and it also includes an interactive Snapchat filter which seeks to play up the rivalry between Australia and New Zealand.

This filter is geo-located to the stadiums being used in the series and thus allow fans at the games and in the surrounding stadium areas to share that they are at the Domain Test match.

The campaign also saw premium in-stadium grass, perimeter and scoreboard branding along with integrated broadcast placements across Seven featuring Nathan Lyon, Josh Hazlewood and Matt Wade. Domain will also paint the stadium pink for the Domain Pink Test from January 3-7 2020.

Plus cricket fans can also participate in Domain’s Test Stadium ‘Open For Inspection’ competition – which kicked off at the start of November.

This enables fans to explore their favourite cricket stadium as a listing on Domain and take a look behind the scenes to learn about their unique property features, as well as go into the running to win a box at an upcoming Domain Test series.

Listings are available on the Domain’s cricket website (https://www.domain.com.au/news/domain-test-cricket-australia/), and the Domain app.

Stadiums featured on Domain and on offer to fans to win a box include Sydney Cricket Ground, Melbourne Cricket Ground, the Gabba, and Adelaide Oval.

Winners from each state will win a box at one of the following test matches:

> Saturday, 23 November, 2019 at the Gabba, Brisbane Queensland

> Saturday, 30 November, 2019 at the Adelaide Oval, Adelaide South Australia

> Saturday, 28 December, 2019 at the MCG, Melbourne Victoria

> Saturday, 4 January, 2020 at the SCG, Sydney NSW

“Building on the success of our first year together with Cricket Australia, we’re excited for the Summer of Cricket ahead and our Platinum Partnership to help Australians celebrate in their two favourite obsessions: cricket and property. As the cricket pitch heats up, so is the property market,” said Domain Director of Consumer Marketing Emily Murren.

“We’re seeing increased demand for listings and higher clearance rates, so it’s prime time for us to remind Australians how Domain can help them along every step of their property journey by highlighting our new listings, market data and property tools.

The campaign was created by a team from agency Special Group (Australia) which included CEO Lindsey Evans, Managing Director Cade Heyde, Executive Creative Directors Tom Martin and Julian Schreiber, Creatives Nick Cole and Pat Allenby, Business Director Caity Cowper, Planning Partner Dave Hartmann and Head of Production Nick Lilley.

The videos were directed by Tim Green through The Glue Society and the production company was Revolver/Will O’Rourke with Managing Director/EP Michael Ritchie, EP Pip Smart, EP/Producer Jasmin Helliar, Producer Ian Iveson, Director of Photography Russell Boyd, the edit house was The Glue Society Studios, with post production by Heckler and sound by Rumble Studios.

Comment:

This is an integrated, rich and multiple touchpoint activation which works hard to draw authentic synergies between the sponsor’s industry category and the rights-holders sport.

Not always easy for brands in this kind of sector.

For Domain the new work also builds on its previous Spring ‘property Obsessed’ campaign.

Domain is one of two top tier Platinum Partners of Cricket Australia (the other is Alinta Energy) and is the Presenting Partner for Australian Men’s domestic Test series.

The tie up began in the 2018-19 season (featuring Test series against India and Sri Lanka) and runs up to the next Ashes series hosted in Australia in 2021-22.

Domain is also the Cricket Australia LIVE Scoreboard Partner across Cricket Australia’s website and app environments.

The Domain and Cricket Australia partnership also includes a year-long rolling program of social media, content and app integrations across the Cricket Australia platforms, giving Domain access to Cricket Australia’s one million Average Monthly Users of the Cricket Australia Live App and 3.3 million Average Monthly Users on Mobile & Tablet.

In addition, Domain is the Official Real Estate Partner of Cricket Australia under the partnership.

Links:

Domain

https://www.domain.com.au/news/domain-test-cricket-australia/

https://www.domain.com.au/

https://www.youtube.com/user/Domaincomau

https://www.facebook.com/domain.com.au

https://twitter.com/Domaincomau

https://www.instagram.com/domain.com.au/

https://www.linkedin.com/company/domain-com-au/

Special Group Australia

https://specialgroup.com.au/

Cricket Australia