Zoopla: How embracing awkwardness helped transform Zoopla

Property search portal Zoopla increased user numbers and on-site registrations in the UK with a TV and outdoor campaign that focused on the awkwardness of wanting to know the value of someone's home.


Brace yourself, this is going to get awkward.

You're about to read how Zoopla, a property search portal, came to the awkward realisation that it was going to be locked in an unwinnable battle with Rightmove unless it made a fundamental shift.

How, to make that shift, we pushed for toe-curling creative work that played out conversations about how much homes are worth.

How that work led to an awkward research debrief.

And how that work was made even more awkward in production.

It'll become an easier read when you see the results. Embracing awkwardness helped transform Zoopla from...

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