Zoopla has unveiled a TV advert, created by Lucky Generals, to launch its latest multi-million pound marketing campaign – the biggest in the company’s history.
The advert, titled ‘Billy’, aims to engage consumers and drive traffic to Zoopla, in turn increasing leads to agents.
The campaign will build on a market buoyed by the recent introduction of the stamp duty holiday and the release of pent up demand following the lockdown.
Running for nine weeks across primetime television slots on ITV, Sky and Channel 4, alongside Out of Home, Display Social, Audio, Print and Search, VoD and YouTube, the TV advert features Zoopla’s brand positioning, ‘We know what a home is really worth’, which was premiered last year.
Media planning and buying is led by new partner, Essence.
The advert highlights the joy and sense of freedom that comes with a bigger home and features a voiceover from Diane Morgan (star of After Life and Motherland).
The Billy advert will also run concurrently alongside the tongue-in-cheek Tia and Jake advert, which first aired on Boxing Day 2019, and depicts a young couple setting up a love nest and enjoying the benefits of moving into their own place for the first time.
Rich Houston, head of consumer marketing, said: “It’s no secret that the market has rebounded with genuine strength since lockdown – thanks in part to the [stamp duty] relief and pent up demand that’s been released since the market reopened.
“For Zoopla, this means it’s time to double down on our marketing investment and amplify that boost for the ultimate benefit of our agent partners.
“The ‘Billy’ advert builds on the themes and success of the adverts released at the end of 2019 – underscored by the fact that ‘we know what a home is really worth’ – not just monetarily, but emotionally, too.
“A home is somewhere that can help make a buyer’s dreams come true, for them and their families – and with many consumers emerging from lockdown with a new assessment of what they need from a home, they are actively looking for a home that really works for their priorities now.
“We look forward to hearing what our agent partners think of the advert, and to building on the double digit boost to sales and valuations that we’ve already delivered to our agent customers since lockdown was lifted.
“The advert is sure to get consumers talking up and down the country, driving them to choose and use Zoopla and our agent partners for their next home move.”