New Domain campaign keeps every open home open around the clock

Domain has launched a new campaign positioning its Matterport 3D property tours as “the open home that’s always open”.

READ MORE: Domain opens The Block rooms to viewers in 3D

READ MORE: Howatson+Company wins CommBank account

Created by Howatson+Company, the work shows how buyers can virtually inspect properties anywhere and at any time. It removes the scheduling limits that come with attending a physical open home.

The Matterport experience lets users walk through a listing, examine its layout and measure parts of a room. Buyers can also digitally remove furniture to better understand the available space.

Virtual buyers drop in unannounced

A series of humorous films brings the technology to life through prospective buyers who virtually “drop in” while residents are going about their day.

Aisling Finch, chief marketing and communications officer at Domain, said buying a property was one of life’s biggest decisions.

“Buying property is one of life's biggest decisions, which is why we're focused on creating experiences that help people feel informed and confident at every stage of the journey. Open homes are an important part of the process, but they don’t always fit around busy schedules.

“Matterport gives buyers the flexibility to explore properties on their own terms. The campaign brings that benefit to life in a distinctly Domain way, using humour and unexpected virtual drop ins to show that with Matterport, the open home is always open.”

Richard Shaw, deputy chief creative officer at Howatson+Company, said the films apply Domain’s established tone to the product’s inspection features.

“The innovation from Domain sells itself, it’s an unbelievable advantage when it comes to inspections. We brought Domain’s distinctive tone to the films to show it – which enjoyably meant a man in his pants ‘measure twice, cut once’ and a group of ladies taking a ‘very thorough’ interest in doorway dimensions over a game of cards. It’s a fun way to demonstrate a very real benefit.”

Campaign rollout

The campaign is running across film, out of home, BVOD, social, digital and Domain’s own products.

It will also receive integrations and amplification across The Block, the NRL Finals Series, and the NRL and AFL Grand Finals.

More information about the Matterport experience is available through Domain.

Selected campaign credits

Client: Domain, part of CoStar Group
Creative agency: Howatson+Company
Chief executive officer: Chris Howatson
Deputy chief creative officer: Richard Shaw
Group creative director: Simon Friedlander
Senior copywriter: Maddy Semit
Senior art director: Will Loveder
Production company: FINCH Company
Director: Freddy Mandy
Post-production: Heckler
Media agency: PHD