Client: Zoopla Property Group Project: We Love Estate Agents
Zoopla is hugely dependent upon estate agents, lettings agents and new homes developers for not just their revenue, but also goodwill and support.
Zoopla were brave enough to take a universal and simple truth: ‘Everybody hates Estate Agents’ and turn it on its head. The juxtaposition became simple: Zoopla- We love Estate Agents.
The result was a rich creative platform from which we saw great potential of a campaign with longevity. This lead to one of the industry’s most talked about campaigns and a discernible shift in estate agents’ perceptions of Zoopla.
We used highly targeted media to prospect estate agents. The first took the form of a ‘love letter’, which explained Zoopla’s dedication to them. To ensure these were as personal as possible, we used sophisticated data to identify the number of leads an agent had missed out on in his particular area, and included the number of ‘dates’ they had missed in the previous week.
Beyond the DM, the campaign ran in all major trade publications as well as emails and radio spots on local stations across the UK.