Zoopla is about to launch an aggressive campaign to overtake Rightmove and has signed up with a high-profile London creative agency called Lucky Generals as part of its plan.
The portal has until now referred to itself as the UK’s ‘No.2’ portal. The shift in its positioning reflects Zoopla’s desire to also put some distance between it and its burgeoning other rival, OnTheMarket, as well as catch up with Rightmove.
Lucky Generals is to start work immediately following a competitive pitch and has been given a brief to highlight the role the portal plays in the lives of renters, buyers, sellers and landlords.
“Our ambition is to be the UK’s number one property destination and in Lucky Generals we have found the perfect partner to help us reach our goal”, says Gary Bramall, Zoopla’s Chief Marketing Officer (left).
“Their ability to combine incredible creative ideas with an unrivalled strategic insight made them stand out in a competitive field.
“They understand our brand and had great chemistry with the team. We can’t wait to begin working with them.”
Lucky Generals CEO Katie Lee said: “Sometimes when you meet a team you just know that you’ll walk over hot coals to get to work with them.
“They’re an inspirational leadership team in a category that we are all completely obsessed by, on a mission to become number one. We’re looking forward to helping them do it.”
Since being bought by US equity fund Silver Lake Zoopla has undergone a significant leadership and talent overhaul and been given more aggressive growth targets.