Zoopla campaign to help first-time buyers and upsizers amplified by Telegraph Media Group
24th August 2020
- Telegraph Media Group's industry initiative awards £50,000 of premium media support for Zoopla’s biggest-ever marketing campaign.
- Use of accurate first-party audience-matching boosts communications strategy, specifically targeting aspirational, financially secure, in-market home hunters.
- Contextual media plan and creative designed to engage readers who post lockdown are seeking bigger kitchens, gardens and home offices.
Zoopla, the UK’s most comprehensive property destination, has been awarded £50,000 of premium media space with The Telegraph. The prize came after Zoopla scored highly in The Telegraph Challenge 2020, an industry initiative run by Telegraph Media Group to encourage advertisers to launch campaigns that help the country to re-emerge from lockdown. The entry was co-created with Essence, Zoopla’s newly appointed media agency.
Zoopla’s entry focused on its brand positioning of ‘We know what a home is really worth’ and detailed how, by working with Telegraph Media Group's large subscriber base and broad contextual environments, it would creatively inspire people who had become frustrated with their homes during lockdown to visit Zoopla for real-time property values, and at the same time help connect financially secure, in-market high-quality home hunters with estate agents.
Commenting on the win, Rich Houston, Zoopla’s head of consumer marketing, said: “The Telegraph is famous the world over for its journalism, and its premium, digital-savvy readership is a perfect fit for Zoopla. The paper has a particularly strong Property section so it’s no surprise it scores highly among first-time buyers and upsizers – all key audiences in the housing market and ones that we know are crucial to agents if they are to capitalise on the current buoyant demand among home-movers.”
“By winning a substantial prize of premium media we can reach even more consumers, amplifying what is already our biggest-ever marketing campaign. We’re really excited about working with The Telegraph on this initiative and can’t wait to see the results.”
Chris Forrester, chief revenue officer for Telegraph Media Group, said: “We really liked the ambition, creativity and potential of this campaign, providing a timely and vital service for our readers as well as much-needed active leads for the industry. Our property journalism has never been more important or in demand with readers and subscribers, and we are delighted to be able to help Zoopla maximise the potential of this campaign.”
The campaign marks the first cross-channel activation since Zoopla appointed Essence to its an exciting roster of agencies that includes Lucky Generals, Zoopla’s creative agency, and Byte, which supports across social media.
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For further information, please contact PR Team on [email protected] or +44 (0)20 3873 8770.
Hello. We're Zoopla. A property website and app.
We know you're not just looking for a place to live. You're looking for a home.
Yeah, we've got over a million properties for you to browse.
Tools that let you filter them in all kinds of clever ways.
And reliable house price estimates, so you can be sure you aren't paying over the odds.
But we know you're looking for more than that.
Because that first flat won't just be a 'great investment opportunity'.
It'll be the feeling of starting out on your own.
That extra bedroom won't just mean another £20K on the re-sale price, it'll mean having your sister over to stay.
And that bungalow won't just be a way to release some equity, it will be a chance to spend more time with the grandkids.
We know that searching for a home is about more than just checking its price, location and features (important as all those things are).
What really matters is how it makes you feel.
We know what a home is really worth.
So let us help you find yours.
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