Realtor.com aims to ease home buying stress and anxiety with a little levity.
The effort, from lead agency IPG-owned Huge Inc., is themed “Homes for Every Home Buyer” and includes a new tagline, “To each their home.”
Three spots humorously highlight the very specific needs of three different sets of home buyers and how they used Realtor.com.
The campaign, which includes 30-second and 15-second versions of the spots, broke May 10 and is running on cable and network broadcast, Instagram, Facebook, Twitter, YouTube, Pandora, Hulu, Adobe and Roku.
In the first spot, a family of cacti demonstrate how they used the draw-on-map feature and flood zone filter to find the perfect home in a hot dry climate, as their neighbors invite them to a pool party over and over again, despite the fact that they can’t go in water.
Another spot features a troll couple having their new neighbor for dinner as they show how they found a larger home using the square footage filter and price alerts.
In the third spot, a vampire shows how he used the draw-on-map feature to relocate from Transylvania to "Penn...syl...vania" (spoken in Dracula-like voice) and then turns into a bat.
Although the characters are fictional, their situations are reflective of first time home buyers -- couples (married or living together), families with children and singles.
This creative is different from anything Realtor.com has ever done before, says Fede Garcia, global executive creative director at Huge Brooklyn. The result of a new testing-forward, data-driven, creative process, the company's strategic marketing approach aims to celebrate the unique needs of all buyers and empower them with information so they can make informed decisions, he says.
"There is a lot of fear and anxiety throughout the home buying process, especially if you're a first time home buyer,” Garcia tells Marketing Daily. “People are craving better options and better partners to help them throughout what could be the biggest purchase of their lives.”
Huge set out to use humor, especially with these very unique characters, to minimize that anxiety, and help users realize that no matter how unique their needs are, realtor.com will always be there to help them to find the perfect home, he says.
“if a cacti family, a vampire and a troll couple can do it with Realtor.com, so can everyone,” Garcia says.