On first viewing the new TV advertising campaign by hybrid agency YOPA looks like a good idea, but will many of the target audience – 30-somethings looking to save on their house move – recognise the stars featured in it?
YOPA, which clearly has cash to spend following Savills’ recent £16m investment in the business, has filmed three ads featuring 1970s/1980s disco group Village People – best known for their hits In The Navy and Y.M.C.A.
During the first ad which is now on TV the six ageing members of the group are shown discussing whether to ‘move on’ while sat around a kitchen table. Two more ads are to be aired later this year.
“The concept of The Village People needing a helping hand to move on proved irresistible for these ads,” says Daniel Attia, co-founder of YOPA (pictured, left). “Aside from the comedy that the situation presents, it’s a message that fundamentally rings true: so many of us delay moving home because the process is so stressful, not to mention hugely expensive.”
YOPA started out as an online-only agent and its acronym used to stand for ‘Your Online Property Agent’ but in August last year it changed its business model to one almost identical to that of Purplebricks. This includes using local property managers, a fixed fee structure (of £780 outside London and £1,140 inside the capital) and a significant online transaction software platform through which agents progress sales.
And YOPA is clearly not worried about funding. The ads, which are to be reflected in online and offline advertising elsewhere later on, were thought up by upmarket London-based agency Publicis whose clients include Renault, McVitie’s and Confused.com.