Zillow: New Zillow Campaign Shows The Emotional Journey Of The Move And How Zillow Can Help You
Posted on Apr 6, 2021
New Zillow campaign shows the emotional journey of the move and how Zillow can help
Two national TV spots highlight the ways commuting can be difficult and the Zillow tools that can make it easier.
The pandemic is forcing many of us to rethink how and where we want to live. He triggered the Surf Zillow phenomenon, because dreamers imagine the possibilities that a move could bring, and it Big reshuffle, as people search for new homes to better meet their changing needs.
As the pandemic prompts more and more people to relocate, Zillow has expanded its offering to make it easier to rent, buy or sell a home. The new brand campaign titled “To Move Is To Grow” is launched today to redefine Zillow from a research and research platform to a full-service real estate ally. The campaign is anchored by two national TV commercials designed and executed by a creative advertising company FIG that appeal to a wide range of needs faced by movers, as well as the spectrum of emotions that accompany a move. (To concern ‘The trip‘ and ‘Susans. ‘)
“Moving is basically moving forward – letting go of the past and embracing the next chapter in life,” says Aimee Johnson, Zillow Marketing Director. “Our research shows that over 75% of people who recently moved were held back by emotional factors such as fear of change, but 80% said their most recent move was worth it. While it can be difficult to change a life at times, it can bring a tremendous amount of hope, possibility and excitement. Zillow has the services and expertise to navigate every step of the way, which 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 the eyes and imagination of a child. It was shot in Prague with acclaimed director Martin De Thurah and features original music by Jonny Greenwood.
The “Susans” spot captures the humorous and relevant self-talk that occurs when we consider a move, ultimately showing how Zillow can make it easier to rent, buy, sell or refinance a home. The campaign will roll out different versions of the “Susans” spot, highlighting Zillow’s individual products and services. “Susans” was shot in New York and directed by Jim Jenkins and edited by Gavin Cutler.
Both spots were filmed under strict COVID-19 guidelines, with agency and client teams overseeing filming and post-production remotely from London, New York, San Francisco and Seattle.
“This campaign brings the process of buying and selling a new home to life with empathy,” says Scott Vitrone, Partner and Creative Director at FIG. “These two bodies of work show an understanding of the emotional and psychological struggles you struggle with throughout the displacement process and show how Zillow can help guide you on the journey to the next chapter in your life. I sold my house while we were in production, and I can honestly say these emotions are real.
The move evolved during the pandemic into a digital first experience, and the old stresses that have traditionally held people back could be a thing of the past. Technology like Zillow’s 3D home visits and interactive floor plans make buying a home faster and easier. Services like Zillow offers can eliminate the anxiety and uncertainty associated with the traditional sale of a home. Zillow home loans and Zillow closing services provide an online platform for customers to transact more digitally and conveniently. Home buyers and sellers can also connect with a local Zillow expert Principal agent partner who can hold their hand throughout their journey.
The campaign will launch with 60-second prime-time commercials 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 creation will also air on national cable, including HGTV and ESPN, as well as streaming, online video and social platforms such as Hulu, YouTube and Facebook. The media campaign was planned and purchased by Zillow’s media partner, UM.
Zillow Group Inc. published this content on April 06, 2021 and is solely responsible for the information it contains. Distributed by Public, unedited and unmodified, on 06 Apr 2021 04:23:04 AM UTC.