British real estate platform, Zoopla, has had an exciting second quarter, pandemic or no. Between running a hiring spree and reporting their highest numbers to date, this campaign seems on par with the company’s current momentum.
Following suit is the announcement of the company’s largest marketing campaign to date.
The goal of this campaign is to encourage users to sign up with the site to receive information from Zoopla, in turn driving traffic and increasing leads to agents. This will be a new version of the company’s Zooploma program.
With the help of Lucky Generals, Zoopla campaign-specific slogan will be ‘We know what a home is really worth’ and the campaign will cover all media including TV, social media, billboards, buses, digital audio, video on demand, display, and YouTube. The goal is to show the masses that when it comes to finding a home, Zoopla understands that the process is not just important, but can be ripe with emotion.
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 capitalize 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.”
The main course of the campaign will be a TV advertisement, which will highlight how people enjoy their home in different ways and the joy of experiencing a larger home. Diane Morgan will provide the voiceover and the advert will air on ITV, Sky, and Channel 4.
“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. ”
Zoopla’s site sessions are up over 21% year-over-year and the company wants to keep that momentum running, says Bramall. This campaign is a sort of investment to make sure that Zoopla doesn’t see a slowdown any time in the near future.