Findaproperty.com to roll out £11m national ad campaign
One of the UK's leading property websites is investing £11m to build its brand across the UK with national advertising campaign through The Other Agency in Chester, MediaVest and The Gate.
The campaign will run for six weeks and will first be aired on ITV on Easter Monday during the prime time commercial break of Coronation Street. It will then be rolled out across ITV, Channel 4 and digital channels. The advertising will also appear on Channel 4 Video on Demand and in print advertising.
The print campaign will run nationally within the Daily Mail General Trust Group’s titles including Metro, Daily Mail and The Mail on Sunday, as well as in the network of Northcliffe Media’s regional titles with leading brands such as Bristol Evening Post, Hull Daily Mail and Nottingham Evening Post.
The advertising campaign will build to introduce online, outdoor (6- and 48-sheets) in key consumer locations and on regional radio stations, including Heart and Gold, across parts of the country.
The advertising concept is centred around the functionality of the FindaProperty.com website and introduces the tools available on the site to make home hunting easier such as my distances (check distances from a property of interest to your key places e.g. work, gym), my notes (the ability to make property notes against any property listed) and sold prices (investigate recent sold prices in areas of interest). The ads are complimented by the song ‘Coming Home’ by The 88.
The ad campaign is being supplemented by promotional PR work asking agents to place a value and compose a description for national iconic buildings and for those in their local areas. Consumers are then being invited to take part and see if they can match the agents with their own property descriptions.
FindaProperty.com has worked with creative agency The Other Agency (formerly speake2), and media buyers, MediaVest. The commercial was produced by The Gate Films and directed by Tom & Rory.
Saul Peake, director for The Other Agency, said: “We wanted to produce a campaign that showed FindaProperty.com as a trusted source for home hunters but which also reflects the warmth and optimism of the brand”.
This latest campaign builds on FindaProperty.com’s position as a lead partner in the McDonald’s Easy Win Monopoly for the second year running. This offers brand exposure in 1195 UK restaurants and across TV, print, online, in store and packaging. The game launched on 24th March, and FindaProperty.com is offering two chances to win £300,000 to buy a home.
Sarah Boorman, Brand Director for FindaProperty.com, said: “We are delighted to have launched this fantastic new advertising campaign. Alongside our current partnership with McDonalds, the campaign will reach our core target audience and firmly establish FindaProperty.com as the portal of choice for house hunters.”