British portal giant Zoopla has won £50,000 worth of advertising with national broadsheet newspaper The Telegraph after the paper ran a competition to find the campaigns that have helped the country re-emerge from lockdown. It’s no secret that the property market has been a ray of light in an otherwise gloomy economic outlook, and Zoopla’s recent advertising campaign, which has included both online as well as traditional media, was seen as a fitting winner of the Telegraph’s advertising inventory as it targets upsizers and first-time buyers with a message that inspires them to get on the property portal and make a big move. Commenting on the win, Rich Houston, Zoopla’s head of consumer marketing, said:
“The Telegraph is famous the world over for its journalism, and its premium, digital-savvy readership is a perfect fit for Zoopla. The paper has a particularly strong Property section so it’s no surprise it scores highly among first-time buyers and upsizers – all key audiences in the housing market and ones that we know are crucial to agents if they are to capitalise on the current buoyant demand among home-movers.”
Zoopla’s ‘We know what a home is really worth’ campaign has been created in conjunction with its new media agency partner Essence, whose clients include Google and BT among other big companies in the UK. The value of newspaper media advertising has been dropping for some time and during the pandemic there have been even fewer companies looking to fill newspaper inventory. In awarding free advertising to a big company in an industry seeing something of a boom and one whose campaign is run by a big media agency with other important clients, it would seem that The Telegraph has chosen its winners well.