Zoopla is to begin a ten-week advertising blitz that will kick off a few days before Christmas on TV, YouTube and online advertising and social channels including, for the first time, TikTok.
The portal is making big claims for the campaign, which it says will raise traffic to its website by nearly a third between December and January.
Its marketing chiefs are hoping to piggyback the traditional ‘boxing day bounce’ that sees house hunters reach for their laptops and smartphones in earnest following the festive stuffing.
Zoopla will resurrect its two of its quirky 30-second television adverts launched earlier this year, ‘Bricks and Mortar’ and ‘Neighbours’, both of which the portal says chime well with a nation weary of the grinding pandemic.
Also, for the first time the adverts will also highlight Zoopla’s search functionality by urging viewers to ‘get searching now’.
Previous adverts had simply said at the end that ‘we know what a home is really worth’.
The adverts are voiced over by actress Diane Morgan (star of BBC Two comedy, Motherland) and will air across Channel 4, Sky, and ITV, in primetime slots such as Coronation Street, Emmerdale, and The Great New Year Bake Off.
“Home movers have reassessed what they want and need from a home as a result of the pandemic,” explains Gary Bramall (pictured), Zoopla’s Chief Marketing Officer.
“The launch of our new marketing campaign is an opportunity to connect them to homes that fulfil their criteria while surfacing available stock our agents are listing on Zoopla.
“After a record year for the property market, we wanted to launch the campaign ahead of Christmas to give agents a fast start in 2022 and set them up for success. We’re poised to nudge these eager movers to make their move, and in turn, this will drive valuable leads to agents.”