Next week Zoopla will launch its latest marketing campaign.
The multi-million pound campaign is focused on driving traffic and encouraging consumers to sign up to receive information from Zoopla, in turn driving increased leads to agents.
Starting on Monday 20th December, the campaign will run for ten weeks across mainstream channels including TV, VOD, digital and social channels
The property portal says that it wants to capture the market momentum of the so-called ‘Boxing Day Bounce’ with its new campaign, which aims to capitalise on high demand for property.
Building on its previous marketing strategies, Zoopla predicts that the campaign will drive an uplift in site visits of 28.5% between December and January.
Zoopla will resurrect its two 30 second television adverts, ‘Bricks and Mortar’ and ‘Neighbours’, which evokes Zoopla’s understanding of how the pandemic has led to a reassessment of home for many. For the first time, the adverts will also highlight Zoopla’s search functionality and will as a result, drive consumers to find their next home on Zoopla.
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. Watch ‘Bricks & Mortar here and ‘Neighbours’ here.
The fully integrated campaign will appear across a breadth of media channels, including TV, YouTube, VOD, display and social, continuing to build on Zoopla’s fresh new look and feel unveiled as part of its rebrand in the Spring, while TikTok will also be tested for the first time.
“Home movers have reassessed what they want and need from a home as a result of the pandemic,” said Gary Bramall, 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,” he added.