Zoopla launches first major marketing campaign since appointing Zenith

Zoopla new campaign by zenith - mediashotz

Online property platform Zoopla is preparing to launch a major new ten week marketing campaign, it’s first since appointing Zenith as its 

Set to go live on 20 December, Zoopla will resurrect its two successful 30 second television adverts, ‘Bricks and Mortar’ and ‘Neighbours’, which evoke 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 the firm’s search functionality and, as a result, will help to drive consumers to find their next home on the platform.

Zoopla campaign

The adverts, which were produced in conjunction with Zoopla’s creative agency Lucky Generals, 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 and display, continuing to build on Zoopla’s fresh new look and feel unveiled as part of its rebrand in the Spring. 

Marketing technology agency Byte is leading on Zoopla’s carefully created social strategy across Youtube, Instagram, Facebook and Twitter, while TikTok will also be tested for the first time. The campaign will drive a national presence for Zoopla, overlaid with specific audience targeting.

Zoopla new campaign by zenith 2 - mediashotz
Property ladder: Zoopla launches first campaign with Zenith.

Capturing the market momentum of the ‘Boxing Day Bounce’, the campaign launch follows a bumper year for the property market, with 2021 culminating in the UK’s busiest property market in 14 years. 

Over a fifth of households are ‘more eager’ to move as a result of the pandemic, and the firm’s new campaign will seek to capitalise on this unprecedented demand.

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.”

Jon Stevens, Managing Director at Zenith comments: “We are thrilled to launch our first campaign with our new client Zoopla. 2022 will be a huge year for the housing market, with people shifting priorities in what they need from a home. 

“It is an exciting time for us to come on board, working with Zoopla and the agency teams to make our media work as hard as possible and ensure Zoopla is the go-to destination for eager movers.”