Summary

Marketing challenge: Develop a unique, motivating message that breaks the inertia of the same old rental ad. Challenge industry convention and risk doing something different that is based on insight and real emotion.

Methodology: Proprietary tracking, in-depth qualitative, online ethnography, and copy testing

Insight discovered: The rental home search is often a negative process that creates anxiety, leaving the consumer feeling alone and not in control. It is very easy to be a victim of circumstance when searching for a rental (due to time pressure, renter competition, rent increases, and the landlord's selection process).

Creative execution: "One Bedroom" is a 30-second ad that brings authentic emotion to the rental search story and highlights the benefit of Zillow's mobile notifications. This creative was rolled across network TV and several social platforms.