On December 26 Zoopla will launch its latest crab advertising campaign that introduces Debs and Jess, two hermit crabs who are navigating the property market.
The new campaign highlights that Zoopla showcases more than a million properties, as well as search tools that make it easier for home-hunters to find their dream property. Debs boasts of Zoopla’s SmartMaps and Running Costs tools as well as the in-depth local market statistics available to property seekers that choose an agent that lists with Zoopla.
Since the launch of the crab advertising in 2017, Zoopla has ensured robust growth in awareness of the brand, with spontaneous awareness1 reaching a record 61% in May 2018. Investment in this year’s above-the-line (ATL) advertising campaign is up 23% annually and Zoopla has invested more than any other property portal in advertising over the past five years as part of its strategy to generate an increasing volume of high quality leads for its agents.2
The advert will appear during prime-time over the Christmas break and beyond, across leading TV channels, video-on-demand, radio and YouTube and in optimal out-of-home locations. Approximately 90% of ABC1 adults will see Zoopla’s crab advertising 12 times.
Zoopla’s Chief Marketing Officer Gary Bramall said:
“Our aim is to be the UK’s number 1 property destination and our latest advertising campaign highlights the unique attributes we provide for those looking to buy or rent. Our plethora of innovative, accurate, data-driven tools make for a smarter search and help guide people smoothly toward their perfect home.”