Purplebricks to ‘relaunch’ on Boxing Day with new TV ad
Online agency says roll-out of new advertising message will begin in the north and then spread to the rest of the UK.
Agents may have given Purplebricks new ‘freemium’ offering a chilly reception, but the agency is confident vendors will welcome it following the appointment of a media agency to plug the firm.
Global creative outfit mSix&Partners is to work as Purplebricks’ media planning and buying agency to ‘relaunch’ the online estate agency and it’s new ‘free’ to sellers proposition.
A campaign is due to launch on Boxing Day with a mix of digital billboard and TV/radio advertising.
The agency says that following its acquisition by Strike, Purplebricks is looking to “grow on its market leading position with a new and improved offering”. This includes, as The Neg revealed yesterday, a new ‘free’ business model.
“The offering will capitalise on Strike’s proven ‘free’ to sellers business model, which gives customers the opportunity to sell their homes for free anywhere in the country through a virtual service, with the added strength of the Purplebricks brand.”
Rolled out
The relaunch will initially be rolled out in the north and central regions of the UK, both areas of high brand awareness for Purplebricks, before rolling out nationally.
Agency mSix&Partners won the work after working initially on the Strike brand and says it impressed both agency’s backer, Freston Ventures.
Phil Lloyd (pictured), Chief Marketing Officer at Purplebricks says: “We are delighted to announce the appointment of mSix&Partners.
“They demonstrated clear knowledge and media expertise throughout the pitch process, they are well versed with the target audiences that matter to us and how best to reach them.
“The work they have already done for the Strike brand over the last three years further underlined that they are the right agency to support us as we relaunch and beyond.”
Tom Sutton, Client Lead, mSix&Partners said: “To pitch and win such a well-known brand at a pivotal time for their business is extremely exciting”.
Let’s see Strike used mSix&Partners and Strike closed down, now they are going to be used for Purplebricks.2 – the obvious choice? Definitely!
The only winners out of the original Purplebricks debacle were – the advertising industry, they must be thinking with glee, here we go again a slew of TV and digital advertising, PPC, radio advertising … Christmas has come early.
The truth is without physical offices the cost of acquisition of new business for an online agency brand is probably four times that of a high street branch. As the moment they stop pumping out the brand – they become invisible to the public.
I mean how many adverts on the TV does the Connells Group run a year, that’s right zero, they have better ways to make cash out of cash. And of the 16,000 agents in the UK who apart from three other agencies ever run TV adverts … there is a reson ROI.
Spending big to look big may be clever but only if you are in the advertising industry, for everyone else it is often a huge black hole that eats cash reserves for breakfast, lunch and dinner.
Boxing day as launch day is apt though, as there will still be a lot of other turkey around.
So when this new offering falls flat on it’s face, which it will, I guess going into 2025 they will be offering to pay you to sell your house.
Here we go again, more good money being thrown after bad. When will they learn?