Written by Stefan Kostarelis
Aussies love a good laugh and we don’t mind too much when the joke is on us.
Popular Australian real estate site Domain is banking on this fact, releasing the first three episodes of States BBQ, a new comedy series about the Australian property market.
The six-episode series of branded content was written by Domain, sponsored by home lender ME and produced by Engine Room Productions.
The concept of the series is to personify Australia’s regional states using actors Mark Humphries (SA), Anthony Gooley (QLD), Greta Lee Jackson (TAS), Katie Burch (NSW), Mark Bonanno (VIC) and Luke Heggie (WA).
Each episode takes a comedic approach to tackling issues centred on the current climate of the property market.
The topic and title of the first episode is House Prices.
In it, we are introduced to a Bali-loving Perth, priced out Sydney, beer-swilling Brisbane, hipster Melbourne and forgotten Adelaide and Hobart. They have all come to Sydney’s house for a BBQ.
Sydney is pretty happy with herself because she has bought a tiny place “three suburbs away from harbour views” for just over a million.
Needless to say, her guests are a little surprised. Adelaide says he paid under $500,000 for his place and Hobart got hers for just $350,000. Meanwhile, Perth is feeling a little glum and “doesn’t want to talk about it”, a reference to the decline in dwelling prices that WA has suffered post-mining boom.
The second and third episodes cover commuting and proximity respectively and can be seen on Domain’s official YouTube channel.
Katie Harper, content and brand partnerships manager for Domain, said “ME’s brief challenged us to think creatively, specifically asking for a big idea that would break new ground and challenge convention”.
“When we started streaming live auctions on Facebook, we were able to witness in real time the sentiment of Australians in different states towards the current property market. Capturing that sentiment and turning it into a humorous video series was the perfect way of bringing ME’s cheeky and charming brand persona to life,” she added.
Although this is the first time Domain has created branded content it’s not the real estate site’s first foray into comedy.
In 2015, the real estate site launched Avalon Now, a series satirizing the socially progressive lives of people living in Avalon, a suburb in the heart of Sydney’s northern beaches.
According to Ad News, the first season garnered more than two million views on Facebook and received 4,500 shares and over 120,000 clicks through to Domain’s website.
The series was so well-received that Domain decided to follow up with a second season last year. The site is no doubt hoping that States BBQ is as popular.
So far so good. Harper said that the BBQ series had already “struck a chord” with Domain’s audience, racking up over 190,000 views since launch.
For people who are looking to move interstate, SA is becoming an increasingly attractive option. In the one-year period spanning from December 2015 to December 2016, Adelaide’s housing prices posted steady growth of 4.1 percent, pleasing investors happy with safe, conservative returns.
In addition to much lower prices than Sydney or Melbourne and steady growth, Adelaide was ranked the 6th best city in the Economist Intelligence Unit’s Global Liveability Ranking for 2016.
So while Adelaide may have been forgotten at the States BBQ, there is no doubt that SA is a great place to live. With Melbourne and Sydney on the verge of popping, perhaps we’ll have the last laugh too.