Kia and Domain double down on ute-driven campaign with fictional listing
Dean Norbiato: 'Aussies have really connected with Tasman Town and we’re excited to share the next chapter with some of our favourite tradies rolling their sleeves up again.'
Domain and Kia have launched the latest phase of their Tasman Town campaign, extending the original branded content concept that debuted earlier this year as part of the Kia Tasman Ute launch.
The new instalment sees the return of high-profile sports figures, including AFL’s Lance Franklin, NRL’s Alfie Langer and cricketer David Boon, reprising their roles as fictional tradesmen.
UFC fighter Alex Volkanovski appears as a potential buyer in a new property listing, which was “sold” within 24 hours on Domain.
The campaign builds on Kia’s earlier collaboration with Ash Barty and leverages the same fictional regional setting of Tasman Town to promote the vehicle launch through entertainment-driven property marketing.
A video tour of the property is hosted by fictional local agent Madge Doyle and available exclusively on Domain.
The listing includes novelty features such as a backyard suited for Kia vehicles, an old bank vault, and lawn "laid" by Pat Rafter, in keeping with the lighthearted tone of the campaign.
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“We’ve loved working with Kia to bring this idea to life,” said Domain’s Acting Chief Marketing Officer, Heather McGovern.
“It gave us the perfect opportunity to have some fun, surprise a few people and celebrate everything Aussies love most – sport, humour, and homes with real character.
"Collaborating with Kia on Tasman Town just made sense, and showcasing it exclusively on Domain, the home of big, bold listings, brought it all together.”
Kia Australia’s GM Marketing, Dean Norbiato, said: “Aussies have really connected with Tasman Town and we’re excited to share the next chapter with some of our favourite tradies rolling their sleeves up again.”
“Partnering with Domain felt like a natural next step. Together, we’ve brought the town to life in a fresh and memorable way that highlights Tasman Town’s community spirit: reliable, down to earth, and always up for a bit of banter, especially with the sporting royalty who call the postcode home.”
The branded content project continues Domain’s efforts to explore alternative storytelling formats for property discovery, while supporting Kia’s broader campaign for the Tasman Ute.
Top image: Madge Doyle and Alex Volkanovski
