Zoopla, the UK’s most comprehensive property destination, is encouraging the nation to channel its inner child as it launches the #ZooplaFortChallenge on Instagram and Facebook. Created by award-winning agency Lucky Generals, the Challenge is a competition inspiring people to build fun homes within their own homes, with prizes for the best.
Commenting on the launch of the campaign, Rich Houston, Zoopla’s head of consumer marketing, said: “Everyone has fond memories from childhood of building a fort at home, pulling together cushions from the sofa and cardboard boxes to make an impenetrable castle and keeping a pesky younger sibling at bay. The impact of coronavirus means many of us are spending much of the day at home and some of us have children to entertain. We hope our new campaign will brighten the day and encourage people to find that joy again. Whether it's a fort assembled from cardboard boxes, a cosy tent crafted from blankets and chairs, or a humble home under the kitchen table, we want to see the nation’s creativity. We are excited to see the results.”
The campaign will be promoted by a mix of influencers. Launch influencers Rosie Ramsey
, Fritha Quinn
and Kerry Villers
- with a combined following of 560k - have kickstarted the campaign by posting images and videos of their fort to Facebook or Instagram, accompanied by a Zoopla-style property description and the #ZooplaFortChallenge hashtag.
As the competition progresses, a combination of parenting and lifestyle micro-influencers will continue to promote the campaign to their communities and drive further engagement. You can see the results by searching for #ZooplaFortChallenge on Facebook or Instagram. Lewis Mooney, who led the creative alongside Ed Cole at Lucky Generals, said: “Many of us have happy memories of building forts as kids, and we wanted to bring some of that fun into the lives of people across the country. The more creative the better.”
The entries will be judged weekly by a Zoopla estate agent and Zoopla’s lead designer. Weekly winners will each receive a £100 home improvement voucher and the overall winner will receive a luxury UK mini-break in 2021.