FIND YOUR PERFECT MATCH by Whybin\TBWA Sydney for Domain

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FIND YOUR PERFECT MATCH

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Industry Search Engines
Media Direct marketing
Market Australia
Agency Whybin\TBWA Sydney
Executive Creative Director Matty Burton, Dave Bowman
Art Director Elizabeth Commandeur
Copywriter Richard Shaw
Producer Evan Clements
Released November 2012

Credits & Description

Advertiser: DOMAIN
Agency: WHYBIN\TBWA SYDNEY
Category: Financial Products & Services
Advertising campaign: FIND YOUR PERFECT MATCH
Art Director: Elizabeth Commandeur (Whybin\TBWA Group Sydney)
Producer: Evan Clements (Whybin\TBWA Group Sydney)
Production Director: Jonathan Pitcher (Whybin\TBWA Group Sydney)
Executive Creative Director: Dave Bowman (Whybin\TBWA Group Sydney)
Head Of Broadcast Production: Honae MacNeill (Whybin\TBWA Group Sydney)
Executive Planning Director: Hristos Varouhas (Whybin\TBWA Group Sydney)
Account Executive: Marshall Campbell (Whybin\TBWA Group Sydney)
National Digital Creative Director: Russ Tucker (Whybin\TBWA Group Sydney)
Account Director: Bryony Marks (Whybin\TBWA Group Sydney)
Executive Creative Director: Matty Burton (Whybin\TBWA Group Sydney)
Copywriter: Richard Shaw (Whybin\TBWA Group Sydney)

Execution
The Domain Property App is essentially a matchmaking tool. You tell it what you like and it matches you with a home. In the 80s, Greg Evans and Dexter were famous for doing exactly the same thing, but for people.By bringing them out of retirement, we had personalities that would resonate with our target audience and instantly remind them of finding the perfect match. It also had a “wow” factor as, although famous Aussie icons, the pair has not appeared on screen since their 80s’ heyday.

Implementation
In the 80s, Greg and Dexter hosted Australia’s favourite TV show, Perfect Match, making them synonymous with matchmaking. We brought them back to help the generation that grew up watching them find a match of a different kind – property.We began by hinting at a comeback for the duo by releasing an unbranded online teaser. Dexter then started to blog and tweet. This material was sent to media, boosting our PR.Once word spread, we launched our main campaign across every major media channel, using the duo to demonstrate the app’s features.Every channel drove people to download the app.

Outcome
The campaign turned into the most successful in the history of Domain. In just 3 months we achieved more than 250,000 app downloads; that’s one quarter of the people in the property market.We also reached record website views with over 24m visits during the campaign period, which works out to be over 265,000 every single day.

Client Brief Or Objective
The Domain Property App is the mobile search tool for domain.com.au. Our goal was to get homebuyers aged 40–55 to download the app and find their next property.To do this, we brought back two showbiz has-beens that this generation trusted most to help them find their ideal match – Greg Evans and a robot called Dexter. The duo hosted Australia’s favourite TV show of the 80s, Perfect Match. A show in which they found the perfect partner for young Aussies – compulsive viewing for the teenagers of the time, who are now our target audience.