Campaign details

Brand: Purplebricks
Advertiser: Purplebricks Group 
Agency: SNAP LDN

Summary

Some industries operate in the same way for generations, then a new player comes along and changes the paradigm. Estate agency was one such industry and Purplebricks is its disruptor brand.

This paper demonstrates how insightful, empathetic TV advertising has propelled an online start-up to the top of a category once dominated by traditional, hyper-local high street names. We will demonstrate that this is due in large part to the identification and dramatisation of a new emotion, commisery: 'the misery you feel when you've spent thousands on commission but got nothing more for your money'.

Our 'Commisery' campaign has turbo-charged Purplebricks' fortunes: smashing targets for awareness and consideration, almost doubling market share, and driving unprecedented share price growth in an otherwise stagnating sector. And in doing so, it delivered the incremental revenue that propelled Purplebricks from a loss maker to booking its first ever profit.

Introduction