Zoopla focuses on emotional value of moving in brand turnaround blitz
Zoopla has launched its first work since appointing Lucky Generals, honing in on the emotional value of a home instead of the financial value.
The 'We know what a home is really worth' campaign will run across TV, YouTube, on-demand, OOH and digital, and aims to show house-hunters that Zoopla understands how the sentimental value of moving home is as important as the rational side.
The fresh brand positioning will be unveiled on Boxing Day (26 December); when Zoopla notes a 60% uptick in traffic.
Goodstuff Communications, Zoopla’s media and planning agency, also helped reframe the marketing strategy alongside the company's internal marketing team.
Two humorous hero spots support the campaign.
In 'Picture frame' (above) the ad is accompanied by a mysterious banging and squeaking sound, like a bed being vigorously jumped on.. As the camera pans through a half-unpacked flat, the banging gets louder as it focuses on a picture frame being rattled against a wall by banging from the bedroom on the other side. The narrator, Diane Morgan (star of BBC Two’s comedy Motherland), explains that for new owners Tia and Jake, it’s the first time they haven’t lived with Jake’s parents.
In 'Power Tools', (below) dust floating through a soft-focus sunlit room creates a serene and beautiful scene, as a woman in a dust mask and goggles attacks a wall with a power sander. Morgan says: “What really sold it to her was the thrill of being free to do whatever she wants with the place”. The shot pulls back to show, what is these days known as a real fixer-upper, with bare plaster walls, dust sheets and no carpets, as Morgan dryly says “crikey, good luck with that, love”.
Zoopla, which offers services to renters, buyers, sellers and landlords across the UK, says it receives around 55 million visits to its website each month. The company returned to private ownership in July 2018 following a purchase by a group led by global private equity firm Silver Lake Partners.
Since the takeover a new leadership team has been implementing a focused strategy, investing substantially in talent, technology, marketing and sales to help Zoopla improve the service it offers and meet its ambitious growth targets.
Last year, the brand's chief marketing officer Gareth Helm departed for McDonald's. He was replaced by Mytaxi marketer Gary Bramall in the job - who was tasked with helping the business restructure its marketing departments and create separate teams covering the property and the comparison business divisions.
Until recently, the brand's marketing has focused on the ease of use of its app, via its longrunning 'Hermit Crab' series of campaigns.
This will be the first major work on the property side to have been launched by Bramall, who appointed Lucky Generals to boost the property brand in October after having worked with Brothers & Sisters for three years.
The TV spots were directed by 32 and are produced by Pulse Films.