Zillow's game plan is simple. The real estate information marketplace's first priority is audience, since advertisers follow audience. And the best way to attract audiences is through original
creative with award-winning musicians.
Now, Zillow is introducing its first national radio spots and TV advertising featuring an original soundtrack by singer/songwriter Ray LaMontagne.
Developed by Deutsch LA and directed by Eliot Rausch, the new TV spot, titled “Family Search,” chronicles how a modern family uses technology to propel their house hunt, while also highlighting the emotional significance tied to finding the perfect place to call home.
“This ad campaign showcases the way technology drives how families collaborate, shop for and ultimately find not just a house -- but a place for their lives to happen,” said Amy Bohutinsky, chief marketing officer, Zillow. “We’re thrilled to partner with Ray LaMontagne on this, with an original soundtrack that elevates our TV and radio creative to a really meaningful and impactful level.”
The “Family Search” spot, produced in 30- and 60-second formats, is part of the $65 million the company expects to spend on advertising in 2014, up 60% over its 2013 advertising budget.
The ad runs on network and cable television through the fall, which represents the peak home-buying season and is supported with print, mobile and digital elements. It also serves as Zillow's return to television after being off-air for most of the latter part of 2013.
At the same time, Zillow is increasing its product integration partnerships, including with NBC's prime-time home renovation show, "American Dream Builders," IFC's "Portlandia" and HGTV.
The campaign isn't entirely new. It is the third TV spot under “Find Your Way Home,” a national advertising campaign, which originally debuted last year. Zillow’s second TV spot “Long Distance” recently won an Effie for advertising effectiveness.
Since officially launching its first TV campaign last year, Zillow has seen significant increases in traffic and market share, report company executives. Mobile usage has nearly doubled from last year. In April, a record of more than 460 million homes were viewed on Zillow mobile, which equates to 178 homes every second, up from 21 homes per second three years ago.