Thu, 23 Jul 2020 13:22:29 GMT
When Housesimple rebranded to strike in July 2020 they wanted to shake up the industry. Not only with their UK-first ‘sell your home for free’ proposition but with their re-brand and advertising.
In a dull and clichéd market, it’s an injection of energy. First and foremost, the work was designed to creatively transcend the conventions of estate agency advertising and unapologetically announce strike's arrival on the scene. A move away from the cookie-cutter hackneyed comedy scripts that occupy the space, the campaign looks and sounds like nothing else in the category. Appropriate for a new dynamic brand moving forward in a changing world.
Strategically, what was needed was a hard working campaign that landed the brand effectively but also drove a strong response, quickly. When you enter a paid-for market with a free proposition, the temptation can be to just hammer that tactical message home, often at the expense of landing the brand. But when 93% of your audience is out-of-market, brand recall becomes as important as announcing the new proposition.
This campaign brings a new brand world to life for comms. With that established, it creates a heavily-branded space for tactical messaging. For those out-of-market, it's too bold to be able to ignore or forget. For those looking to sell, the free proposition removes the final barrier to listing.
Sam Mitchell, chief executive officer at Strike: "20something have been great to work with. Their strategic thought and creative execution helped us craft a disruptive yet inclusive campaign. It was refreshing to work with a smaller independent, the way they could react quickly and could iterate at pace was made all the more remarkable given we built the whole campaign during lockdown, only ever communicating remotely."
Creative Company: 20something
Media Agency: MNC
Production Company: 20something
Design & Motion: Dani Wolf
Producer: James Faupel
Post Production: nineteentwenty
Post Production Producer: Emma Shuter
Music Company: Echoic
Producer: Dave Roger
Sound Company: GCRS
Sound Engineer: Munzie Thind
Genres: Animation, Music & Sound Design, Visual VFX
Categories: Home, Home Services20something, 3 months ago