Property-search company Zoopla is set to launch a major 10-week marketing campaign and debut on TikTok as it seeks to drive mass reach with selected audience targeting.
It is the first campaign launch since Zoopla moved its media planning and buying into Publicis Groupe agency Zenith earlier this year and will showcase the brand’s search functionality for the first time.
The brand intends to capture the market momentum of the ‘Boxing Day Bounce’, especially after 2021 was the busiest UK property market for 14 years. The market has been buoyed by the government’s stamp-duty holiday and Zoopla said over a fifth of households are “more eager” to move as a result of the pandemic.
The campaign, which goes live on 20 December, will resurrect two 30-second ads, “Bricks and Mortar” and “Neighbours”, created by ad agency Lucky Generals.
The ads 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.
The spots are meant to evoke Zoopla’s understanding of how the pandemic has led to a reassessment of home-buying for many people.
Zenith is also buying media on YouTube, video-on-demand and display, and intends to build on Zoopla’s revamped look after the company rebranded in the Spring.
Marketing tech agency Byte is leading on Zoopla’s social strategy across YouTube, Instagram, Facebook and Twitter. It is also testing marketing on TikTok for the first time.
The campaign goal is to drive a national presence for Zoopla, overlaid with specific audience targeting.
Gary Bramall, chief marketing officer at Zoopla, said: “Home movers have reassessed what they want and need from a home as a result of the pandemic, and our new marketing campaign aims to shine a light on this in a uniquely Zoopla way.
“Working on this campaign has been a true collaboration alongside our stellar roster of agencies including Lucky Generals, Zenith, Byte and Good Relations, and we’re looking forward to seeing how consumers respond.”