The Drum Awards Festival - Extended Deadline

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By The Drum Team, Editorial

January 10, 2012 | 2 min read

Property website has launched a £5 million advertising campaign, created by Beattie McGuinness Bungay, featuring a number of characters rapping about their search for a property.

The campaign includes three adverts, with the first having launched on 8 January during ITV’s Dancing on Ice.

All nine characters in the set of three adverts are played by actor Ross Green. The first advertisement stars Green as expectant parents living in a cramped flat; the second ad, to be launched on 5 February, features him as a grandmother on a mobility scooter; while in the third advertisement, to premiere later in the year, he stars as a burger-flipping father of four.

Sheraz Dar, marketing director of the Digital Property Group, the DMGT-owned company behind the brand, said: “In a market where the TV ads focus on rational messaging, we are proud of the fact that is able to communicate the brand’s benefits in a fun and engaging way.

“With all the property websites expected back on TV in January we feel that doing something different will make us stand out and homebuyers take notice. So rather than re-running our 2011 ads, or creating something similar, we’ve gone for something completely unique.

“January is traditionally a peak time for online home searchers and our new campaign will remind them we’re here to help them find their new home in 2012.

“We’re proud of the fact this is a humorous, unusual and attention-grabbing campaign and we hope the stories of our rapping characters will show just how helpful can be for home hunters – whatever their age, gender or life stage.”

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