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 enlisted two former showbiz stars, Greg Evans and his robot sidekick Dexter. In the 80s, Greg and Dexter hosted Australia’s favourite TV show, Perfect Match, a show that made them synonymous with matchmaking.

These days, the generation that were their biggest fans are now our target audience. So we brought the duo out of retirement to help them once again find a perfect match, this time in property.

To begin, we launched a PR campaign that hinted at a possible prime time comeback for the duo – with Greg himself getting various press calls on national TV and radio.

Once word spread, we launched our main campaign across every major media channel, using Greg and Dexter to highlight the advanced matchmaking abilities of the Domain Property App.

As the celebrity faces of our campaign, Greg and Dexter turned it into the most popular campaign in Domain’s history. In just 3 months we achieved more than 250,000 app downloads, that’s one quarter of the entire number of people in the property market.

iPhone downloads were the highest on record, up 91%; and iPad downloads saw its highest monthly totals ever. We also reached the highest number of visits to the website in years, with an average of 219,000 unique browsers every day.

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.

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.