Zoopla has launched its second wave of ‘hermit crabs’ adverts to highlight the portal’s latest house moving tool for consumers, an interactive check-list.
Its Zoopla Move Planner launch is also supported by a video fronted by Location, Location, Location star Phil Spencer, and the campaign will last for seven weeks across TV and radio including new 30-second and 60-second TV adverts and half-minute radio adverts.
Although Gareth Helm (pictured, left), parent company ZPG’s Chief Marketing Officer, will only say it’s a “multi-million pound” spend, the campaign can’t be cheap; the portal is hoping to reach 83.5% of the UK population or 42.2 million adults.
But it’s clearly the season to launch your TV ads if you’ve got the budget. Like easyProperty and Savills, both of which recently launched their TV advert campaigns, Zoopla has decided to advertise during ITV’s Sunday period drama Victoria about the early years of the queen’s reign, as well as slots during the new series of Grand Designs, X-Factor and Coronation Street.
The huge advertising splurge couldn’t come at a better time – resurgent competitor OnTheMarket says it is to spend a considerable slice of the £50 million it hopes to raise from the City on promoting its brand, following its recent demutualisation.
“We’ve seen some excellent results with our last burst of activity earlier this year resulting in Zoopla reaching 88% of consumers nationally who have now heard of the brand,” says Gareth.
“Our latest multi-million pound investment in advertising will deliver even more value for our members helping to put their brands in front of more home hunters and help them win new business in what has traditionally been a busy period for the housing market.”
Watch the TV advert
Watch the Phil Spencer video: