Zoopla Case Study
GIVING A KNOWN TECH BRAND NEW PERSONALITY
Zoopla was underperforming.
The brand was enjoying strong awareness, but this wasn't resulting in equivilant considersation and usage. People relied on Zoopla for data, but were using its more competitor more frequently for house searches.
In short, we needed to shift Zoopla from being a fallback option to sense check decisions, to being a partner through every stage of home-searching, moving and beyond.
To inject personality into Zoopla to move it from being just a property data platform into a brand that understands the trails and tribulations of every stage of finding a new home. To create emotional pull we knew that we couldn't simply put a mirror up to homebuyers (Like the rest of the category was doing)
So we used the hermit crab (The planet's most prolific mover) to provide a new creative platform for Zoopla. A creative vehicle to greater engagement with the brand going forward, standout from the competition, and flex to accommodate Zoopla's platform of ever evolving features. An idea able to build the brand and deliver new news simultaneously.
Highest ever levels of user consideration
Record levels of website traffic, up +11% YOY
Saliency +18% pts
Intent to act +23% pts