Through proprietary tracking, in-depth qualitative research, online ethnography and copy testing, Zillow discovered that the rental home search is often seen as a negative process that creates anxiety, leaving the consumer feeling alone and not in control.
Zillow sought to develop a unique, motivating message to break the inertia of the same old rental ad and challenge industry convention. The result was “One Bedroom” – a 30-second TV and social ad which brought authentic emotion to the rental search story and highlighted the benefit of Zillow’s mobile notifications.
Don’t wait! The entry period for the 2020 ARF David Ogilvy Awards is now open – deadline for entries is June 12. More information can be found on our website. And you can access Zillow’s published case study here.