Zillow, There’s No Place Like Zillow
Spring 2022
Role
Co-Creative Lead
Context
To keep up with our industry competition, Zillow was moving into every aspect of real estate. Now you can do more than creep on your neighbor’s house: you can buy, sell, rent, even get a loan through Zillow. Our marketing needed to signal that shift.
Product Insight
Zillow’s apps were changing, and we were asked to change our tagline to “There’s No Place Like Zillow.”
Creative Insight
Our tagline was changing to “There’s No Place Like Zillow” across all marketing, and our creative needed to reflact that change.
Spring 2022
Role
Co-Creative Lead
Context
To keep up with our industry competition, Zillow was moving into every aspect of real estate. Now you can do more than creep on your neighbor’s house: you can buy, sell, rent, even get a loan through Zillow. Our marketing needed to signal that shift.
Product Insight
Zillow’s apps were changing, and we were asked to change our tagline to “There’s No Place Like Zillow.”
Creative Insight
Our tagline was changing to “There’s No Place Like Zillow” across all marketing, and our creative needed to reflact that change.
Results
We also created a specific film for YouTube (instead of our traditionally re-cut TV spots). This yielded significantly stronger marketing metrics for both click-through and completion rates.
Our team also created a photography library creative direction showing how our product can help you with your next move, in real life. While our competitors focused on the fear of missing out, our creative work focused on real and positive emotions, feelings, and outcomes of the Zillow experience and finding your dream home. All brand photography following this shoot drafted off of this work.
Credits
ECD: Todd Riddle
GCD: Adam Nowak
ACDs: Claire Hartinger (Art) & Alex Solarte (Copy)
Senior Copywriter: Michael Chen
Art Director: Sarah Ross
Director: Heinz Kobernik
Photographer: David Elliott
We also created a specific film for YouTube (instead of our traditionally re-cut TV spots). This yielded significantly stronger marketing metrics for both click-through and completion rates.
Our team also created a photography library creative direction showing how our product can help you with your next move, in real life. While our competitors focused on the fear of missing out, our creative work focused on real and positive emotions, feelings, and outcomes of the Zillow experience and finding your dream home. All brand photography following this shoot drafted off of this work.
Credits
ECD: Todd Riddle
GCD: Adam Nowak
ACDs: Claire Hartinger (Art) & Alex Solarte (Copy)
Senior Copywriter: Michael Chen
Art Director: Sarah Ross
Director: Heinz Kobernik
Photographer: David Elliott
To showcase the sentiment of “There’s No Place Like Zillow,” we created the most realistic-feeling photography library we’ve ever seen in the real estate space to use across our advertising for the next year. It embodies the creative direction of life doesn’t stop when you have to move. We wanted to showcase what it actually looks and feels like, and represent all types of moves and life stages.
