Just in time for spring homebuying, Zillow has launched a new ad campaign that celebrates the resilience of millennial and Gen-Z homebuyers in the face of market challenges. The campaign, titled “Home Just Got Real,” features two 30-second and one 15-second videos that showcase the motivations behind home purchases, such as providing a space for children to grow up or accommodating furry friends, and the efforts people make to achieve their homeownership dreams.
The lead ad, “The Journey Home,” follows a single mother and her daughter as they search for a new home, facing disappointments and ultimately finding success. Another ad, “DIY,” humorously depicts an LGBTQ+ couple navigating the process of qualifying for a home loan. The third ad, “Dog House,” highlights a Zillow Premier Agent assisting clients in finding the perfect home for themselves and their pets.
Zillow’s VP of Marketing, Ravi Kandikonda, emphasized that the campaign reflects Zillow’s recognition of the changing housing landscape and the challenges and triumphs that homebuyers are experiencing. The ads aim to empower buyers by showcasing the company’s commitment to providing the tools and resources needed to navigate the complex real estate market.
The campaign launch coincides with Zillow’s strategic efforts to develop a Housing Super App, which aims to offer innovative solutions and reliable partners to guide consumers through the homebuying process. The ads will be featured on various platforms, including TV, digital, and social media, throughout the second and third quarters of the year.
Zillow has recently launched a new ad campaign called “Home Just Got Real” aimed at celebrating the persistence of millennial and Gen-Z homebuyers in the face of market challenges. The campaign consists of two 30-second and one 15-second videos that showcase the reasons people buy homes and the lengths they go to in order to achieve their dreams.
The lead ad, “The Journey Home,” follows the story of a single mother and daughter on their quest to find a new home. Despite facing disappointments after being outbid on two listings, they eventually find their perfect home and share a heartwarming moment in their new space. The second ad, “DIY,” features an LGBTQ+ couple sharing the humorous tactics they used to qualify for a home loan. The third ad, “Dog House,” showcases a Zillow Premier Agent helping clients find a home for themselves and their furry friends.
Zillow’s Senior Vice President of Marketing, Ravi Kandikonda, emphasized the campaign’s reflection of the evolving housing landscape and the challenges and victories that homebuyers are currently experiencing. The campaign also highlights Zillow’s efforts to create a Housing Super App, providing innovative tools and trusted partners to guide individuals through the complexities of the current housing market.
Zillow President Susan Daimler addressed questions about the app’s progress at Inman Connect New York, explaining that the current Zillow app is the Housing Super App, offering more than just house viewing capabilities. She mentioned ongoing efforts to integrate various tech acquisitions into the app to create an end-to-end experience for users.
The new ad campaign is set to be aired on TV, digital and social channels, cinema, Zillow-owned channels, and through targeted brand partnerships in the second and third quarters. The campaign aims to showcase the unique paths to homeownership and the challenges faced by homebuyers, while also celebrating their successes.
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