Deutsch L.A. launched a new campaign for Zillow Group’s Trulia brand, highlighting how the service can help find not just the right house, but the right neighborhood.
To illustrate the importance of finding the right neighborhood, a series of spots show some pretty awful ones. In “The Coburns” that involves neighbors that get a little reckless with their charcoal grill.
Another spot focuses on some nightmarish traffic in a city neighborhood. (We’d rather deal with the pyromaniac neighbors). Each of the ads ends with a look at the Trulia features which allow users to quickly assess neighborhoods based on things like the location of playgrounds nearby, schools, natural hazards, crime and more, which is a nice brand differentiator.
“We talked to many consumers in thinking about this campaign,” Trulia vice president, marketing Alissa Reiter told MediaPost . “What we heard over and over was that they love Trulia for the ways it helps them figure out not just the house they want to buy, but the neighborhood around the house. Getting that right was just as important to them as the house itself.”
The campaign is based on insights from research conducted by Harris Interactive which found that 84 percent of respondents said the neighborhood was as important or more important the house itself, according to MediaPost.