Zoopla is to launch its latest advertising campaign on Boxing Day, the portal’s first to be created by new advertising agency Lucky Generals after it decided to increase its marketing spend by 25%, and the first new creative since its ‘crabs’ adverts.
It will kick-off an eight week blitz both on TV and online and include two 30-second adverts aimed at first time buyers, one of the key growth sectors in the property market today.
The campaign is designed to take advantage of the post-Christmas home hunting rush, which is expected to be particularly intense after the New Year now that the Brexit log-jam at least feels unblocked following the General Election.
Zoopla says applicant leads will increase by 85% and valuation leads by 80% across the festive period and that an additional 16 million visits will be made to its site
Voiced by comedy actress Diane Morgan (left), the adverts explore why first time buyers purchase their homes including to stop living with their parents and to do up a property to their own tastes, all designed to plug the new Zoopla tagline: ‘We know what a home is really worth’.
Agents can expect to see the ads across Channel 4, Sky and ITV2 during several high-profile programmes including Love Island, Gogglebox and Premier League matches.
“Our new campaign brings to life Zoopla’s understanding of both the emotional and rational value of moving home,” says marketing chief Gary Bramall.
“Last year, we saw an upsurge of 15 million web sessions from Christmas into early January. That figure is expected to grow by more than a million this year and presents an unrivalled opportunity for us to drive value and specifically valuation leads, and deliver tangible return on investment, for agents.”
Watch the ad