Zoopla has launched a new advertising campaign, featuring hermit crabs with homes depicted on their shells.
It is ZPG’s most expensive campaign yet, described as the “biggest ever investment for Zoopla”.
The adverts depict the crabs as home movers discussing property.
The first 60-second TV advert in a campaign which Zoopla hopes will have longevity was due to go out yesterday during Coronation Street and Broadchurch.
The first advert – immediately below – introduced all the hermit crab characters who will subsequently appear throughout the year.
The link immediately below that shows just what went into the making of the series.
The new creative is expected to reach 94% of ABC1 adults in the UK, and on average they will see the advert ten times across the life of the campaign, which also features outdoor, cinema and digital adverts.
Gareth Helm, chief marketing officer at Zoopla, said: “The launch of our new campaign and the use of hermit crabs, who themselves are moving experts, provides an ideal platform to talk more about the evolution of Zoopla.
“We expect our advertising to have reached over half the UK population in the first week of the campaign and will have communicated to this audience how Zoopla helps consumers to make smarter choices when it comes to moving and finding a home.
“This above-the-line activity is the biggest ever investment for Zoopla and has been designed to deliver even more enquiries and exposure for our members.”