Awkwardness. Uncomfortable silences. Mortifying embarrassment. All portrayed with stomach-dropping accuracy in Zoopla’s latest campaign, as the brand looks to position itself as the home research partner for future movers.
The creative from Lucky Generals is based around the insight that homeowners often spend years ruminating before re-entering the property market. During this time, they do ‘casual research’ into what other people are asking and paying for their homes. However, being British – and terribly polite about money matters – it is often thought improper to ask people directly. The campaign hones in on and dramatises that moment when someone does ask the awkward question in an inappropriate social situation… And it places Zoopla as the relief to that tension.
The campaign complements key onsite and app improvements that have been ongoing to make Zoopla more useful and intuitive for its users. It launches on 24th June with two TV ads showing different, but equally awkward, scenarios where that stomach-churning question is asked: “How much did you pay for it…?”
‘The Divorcee’ opens with a group comforting their recently-divorced friend with tea, advice and a shoulder to cry on. One friend idly wanders round the house, commenting on the property’s desirable features, “...good catchment area, nice garden. Wonder how much you’ll get for the place when you have to sell it”. The divorcee wells up in shock as the friend realises his misstep and frantically backtracks: “If you have to sell it… I mean, you probably don’t have to sell it.”
Each ad closes with a playfully observant line, delivered by Zoopla’s long-time voiceover and she of Motherland, Diane Morgan: “If you want to know, just ask Zoopla.''
The through-the-line campaign marks a further evolution of Zoopla’s mantra ‘We know what a home is really worth’, driving users to the website and to tools and insights that help people understand more about the relative value of their home.
Directed by the award-winning Tom Speers (Oatly, Vodafone), Zoopla has also continued to work with cultural insight experts the Diversity Standards Collective (DSC), to ensure the brand is authentically representing its UK audience.
