The Australian property market is becoming increasingly tough, with people having to make deeply personal and complex choices based on what’s right for their next move. Whether it’s wanting a spare room, a shorter commute, proximity to schools or public transport, there’s a multitude of decisions people consider when looking for their next home. Building on the ‘Know what we know’ brand platform, we used the power of Domain’s suburb insights and property data to acknowledge these trade-offs in a way that delivered contextually relevant messaging across key suburbs in Sydney, Melbourne and Brisbane. The campaign uses proximity OOH, Radio and Social as way finding devices to show the differences of each trade-off specific to that location. More than 280 variations of the OOH and 18 variations of radio were developed.