One Bedroom – Zillow Rentals

Zillow Rentals, a real estate brand, increased rental revenue in the US by launching a 30-second ad that brought emotion to the rental story.

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:...

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