Zoopla unveils biggest ever marketing campaign in partnership with Essence
Zoopla, the UK’s most comprehensive property destination has kicked off its latest multi-million pound marketing campaign - the biggest in the company’s history - in partnership with Essence and Lucky Generals.
The campaign leads with the ad, titled ‘Billy’, which aims to engage consumers and drive traffic to Zoopla, in turn increasing leads to agents. The campaign will build on a market buoyed by the recent introduction of the stamp duty holiday and the release of pent up demand following the lockdown.
Running for eight weeks across primetime television slots on ITV, Sky and Channel 4, alongside Out of Home, Display, Social, Audio, Print and Search, the TV ad features 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 campaign marks the first activation since appointing Essence in March.
Rich Houston, Head of Consumer Marketing, said: ‘It’s no secret that the market has rebounded with genuine strength since lockdown - thanks in part to the SDLT relief and pent up demand that’s been released since the market reopened. For Zoopla, this means it’s time to double down on our marketing investment and amplify that boost for the ultimate benefit of our agent partners.
‘The ‘Billy’ advert builds on the themes and success of the adverts released at the end of 2019 - underscored by the fact that ‘we know what a home is really worth’ - not just monetarily, but emotionally, too. A home is somewhere that can help make a buyer’s dreams come true, for them and their families - and with many consumers emerging from lockdown with a new assessment of what they need from a home, they are actively looking for a home that really works for their priorities now.
‘We look forward to hearing what our agent partners think of the advert, and to building on the double digit boost to sales and valuations that we’ve already delivered to our agent customers since lockdown was lifted. The advert is sure to get consumers talking up and down the country, driving them to choose and use Zoopla and our agent partners for their next home move.”
Read the full story in Campaign.