Mon, 17 Aug 2020 13:56:29 GMT
UK property destination Zoopla is launching its biggest ever marketing campaign. Created by Lucky Generals and airing from Saturday 15th August, the multi-million pound campaign is focused on driving traffic and encouraging consumers to sign up to receive information from Zoopla, in turn driving increased leads to agents and helping build on a buoyant market already enjoying increased demand following the easing of lockdown and the introduction of a Stamp Duty holiday.
Running for eight weeks across TV, social media, out of home billboards, buses, digital audio, video on demand, display and YouTube, the campaign will feature Zoopla’s brand positioning ‘We know what a home is really worth’, which was premiered last year and highlights how Zoopla understands that finding a home is not just a transactional journey, but an emotional one.
The 30-second TV spot begins with loud hip hop being played as an extremely happy boy dances around a room and joyously jumps up and down on a bed feeling like 'an absolute G'. The viewer learns that this is Billy, and that Billy is so happy because by finding their house on Zoopla, his parents were able to buy one with another bedroom. Meaning he no longer needs to share with his little brother, Dylan.
The ad highlights the joy and sense of freedom that comes with a bigger home and features a voice-over from Diane Morgan (star of After Life and Motherland). It is set to air across ITV, Sky and Channel 4.
Alongside the TV work, the campaign will also feature geographically personalised digital, OOH and audio executions specifically targeted to the town where they are being displayed or played. Media planning and buying was handled by Essence while Byte created the social content.
Alongside the marketing activity, Zoopla will also be communicating with potential home movers through a series of engaging, personalised messages that help them on their journey including the launch of a new Zooploma, a personalised guide to help educate and inspire people on the home moving journey. This approach aims to encourage more and more users to Zoopla’s website and in turn maximise the number of leads sent to agents.
Gary Bramall, Zoopla’s chief marketing officer, said: “We know agents are already enjoying a booming housing market fuelled by a combination of pent up demand and the Stamp Duty holiday and we hope this new campaign will help turbocharge that even further. This campaign, which aims to capitalise on this momentum and inspire people to take positive steps to secure their dream home, represents our biggest marketing spend ever with millions of pounds of activity set to go live over the next couple of months.”
“Spending so much time at home has led to the nation reevaluating about what it wants from their homes. Whether you are a first time buyer or a downsizer people are now more than ever looking for a home where they can be fit and well, build strong relationships, do their best work and pursue their passions. At Zoopla we know what a home is really worth now and we feel this campaign encapsulates that perfectly. ”
“Year on year sessions on Zoopla are up over 21% but what really matters is leads to agents and the good news is that, following the Stamp Duty holiday, both sales and valuation leads enjoyed a double-digit boost. The campaign is an investment on our part to keep this momentum going.”
Founded in 2007, Zoopla is a successful, multi-tiered property business offering services to renters, buyers, sellers and landlords. The company returned to private ownership in July 2018 after a purchase by a group led by global private equity firm Silver Lake.
Since the purchase a new leadership team has been implementing a focused strategy investing substantially in talent, technology, marketing and sales to help Zoopla enhance the service it offers consumers and to meet its ambitious growth plans.
Creative agency: Lucky Generals
Media agency: Essence
Production Company Producer: John Bannister
Production Company: Pulse
Editor: Sam Rice-Edwards
Post-production: Time Based Arts
Grade: Time Based Arts
Categories: Real Estate, Online PlatformsLucky Generals, Mon, 17 Aug 2020 13:56:29 GMT