T
he campaign expands on Domain's 'Know what we know' brand promise by acknowledging the complexities of home buying decisions. Rather than simplifying the process into basic criteria, buyers are making nuanced choices based on their individual needs and priorities. To address this, Domain used its suburb insights data to create contextually relevant messaging in key areas.

    The campaign employs proximity-based OOH, radio, and social media to highlight the trade-offs involved in each decision. With over 280 unique OOH variations and 18 radio versions, each tailored to a specific location, customers can make informed choices based on their priorities. By leveraging Domain's data and consumer insights, "Know what we know" bridges the gap between experts, sellers, and seekers.

    As a data-driven business, Domain aims to guide Australians through every step of their property journey. According to Rebecca Darley, chief marketing officer and managing director - consumer, "Our purpose is inspiring confidence in life's property decisions." The campaign reflects real-world choices people make, such as weighing room size against proximity to schools or commute time.

    The work builds on existing brand spots featuring Rose Byrne and Bobby Cannavale. Richard Shaw and Jeremy Hogg from Howatson+Company note that the Domain team has a genuine ambition to help people navigate property challenges, making it exciting to continue developing the 'Know what we know' platform.