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.

Summary

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands