Zillow : New Zillow marketing campaign reveals emotional journey of shifting and the way Zillow may help
Published on April 6, 2021
The new Zillow campaign shows the emotional journey of moving and how Zillow can help
Two national TV spots show how difficult it can be to move around and the Zillow tools that can make it easier.
The pandemic is making many of us rethink how and where we want to live. It started the Zillow surfing phenomenon as dreamers envision the possibilities moving house could offer, and it is fueling the big reshuffle as people look for new homes to better meet their evolving needs.
As the pandemic spurs more people to move, Zillow has expanded its offering to make it easier to rent, buy or sell a home. The new branding campaign titled “To Move Is To Grow” launches today to redefine Zillow from a search and search platform to a full-service real estate ally. The campaign is anchored by two national TV spots, designed and executed by creative advertising company FIG, that address a wide range of needs movers encounter and the range of emotions that come with moving. (Check out ‘The Journey’ and ‘Susans’.)
“Moving is inherently about moving forward – letting go of the past and embracing the next chapter in life,” said Aimee Johnson, Zillow chief marketing officer. ‘Our research shows that more than 75% of recent moving companies have been held back by emotional factors such as fear of change. However, 80% of them said their latest move paid off. While changing a life can be difficult at times, it can bring tremendous hope, opportunity, and excitement. Zillow has the services and expertise to guide every step of the process. This can make these big decisions easier and give people more confidence to move forward. ‘
The spot ‘The Journey’ dramatizes the complicated emotions of moving through a child’s eyes and imagination. It was filmed in Prague with acclaimed director Martin De Thurah and contains an original score by Jonny Greenwood.
The ‘Susans’ commercial captures the humorous and relatable self-talk that arises when we think about moving and ultimately shows how Zillow can make it easier to rent, buy, sell, or refinance a home. The campaign will feature different versions of the “Susans” commercial, highlighting Zillow’s individual products and services. ‘Susans’ was filmed in New York and directed by Jim Jenkins and edited by Gavin Cutler.
Both spots were shot in compliance with strict COVID-19 guidelines, with agency and client teams remotely monitoring filming and post-production from London, New York, San Francisco and Seattle.
“This campaign brings the new home buying and selling process to life with empathy,” said Scott Vitrone, partner and chief creative officer at FIG. “These two works show an understanding of the emotional and psychological struggles you have to struggle with throughout the movement process and show how Zillow can lead you on the way to the next chapter of your life. I sold my house while we were in production and I can honestly say those emotions are real. ‘
During the pandemic, moving has become a digital experience, and old pressures that traditionally held people back could be a thing of the past. Technologies like Zillow’s 3D home tours and interactive floor plans make shopping for a home faster and easier. Services like Zillow listings can remove the fear and uncertainty of traditionally selling a home. Zillow Home Loans and Zillow Closing Services provide an online platform that enables customers to conduct transactions more digitally and conveniently. Home buyers and sellers can also connect with a local Zillow Premier Agent expert who can hold their hand on their journey.
The campaign kicks off with 60-second prime time ads on NBC’s “This Is Us”, ABC’s “Soul of a Nation” and “The Bachelorette”, as well as placements on “Saturday Night Live” and the NBA playoffs. The new video creative will also air on national cables, including HGTV and ESPN, as well as streaming, online video and social platforms like Hulu, YouTube and Facebook. The media campaign was planned and purchased by Zillow’s media partner UM.
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Zillow Group Inc. posted this content on April 06, 2021 and is solely responsible for the information contained therein. Distributed by the public, unedited and unchanged, on April 06, 2021 04:23:04 UTC.
