Below is an except from an article originally posted on inman.com in September 2020, written by staff writer Andrea V. Brambila.
Zillow and independent marketing agency The Perception offer their thoughts on a new Zillow advertisement that acknowledges the changing face of 'home'
What makes a video ad compelling? On Aug. 27, real estate giant Zillow released a 30-second ad as part of its “Ready for a Change” marketing campaign that aims to help people imagine the possibilities a move can bring amid a pandemic that has redefined what “home” means.
The ad is from the perspective of someone driving down a street and encountering all kinds of home types and environments. A children’s song by Malvina Reynolds, “Place To Be,” follows the driver along singing “Everybody has a place to go, everybody wants a place to be.” The message at the end is: “When you’re ready for a change, we’re ready to help.”
To dissect the ad from a marketing standpoint, Inman reached out to Philadelphia-based creative marketing agency The Perception for a third-party take and also reached out to Zillow for their take.
Their thoughts are below:
Wick Vipond, senior vice president of agency partnerships, The Perception:
First, I really like this ad. The COVID-19 pandemic has largely relegated us all to our homes and put a magnifying glass on how well our current living situations accommodate our lifestyle. With so many companies committing to remote working scenarios post pandemic, many of us now have the ability to capitalize on that outcome and move across town, across the state, or even across the country.
Alissa Reiter, vice president of brand, Zillow:
The coronavirus pandemic has reshaped what people want and need in a home. We’re in a moment where people across the country are considering upsizing, downsizing, moving closer to family, rethinking where and how they want to live — sparking a trend dubbed the Great Reshuffling. More than ever, people are envisioning their next chapter, driving traffic to for-sale listings on Zillow 36 percent higher than this time last year.