Estate agent Savills announces the launch of its new integrated campaign, which will include TV advertising for the first time.
Conceived and executed by creative agency isobel, the move is part of the brand’s efforts to drive awareness and engagement with a wider audience and establish the estate agency as the go-to for a highly professional yet very personal experience when selling, buying or renting a home
Kicking off with two TV adverts – House Unfaithful and Mancave – the campaign uses a light touch of humour to explore and celebrate our relationships with our homes, whatever our life stage.
Shot by award-winning comedy director Ric Cantor, the two 30” spots, bought by Arena Media, will run for a period of eight weeks, breaking in ITV’s new prime-time drama Victoria on Sunday 11th September at 21:15.
In addition to the TV spots, aimed at driving awareness of Savills, isobel has created numerous print and digital elements. All the assets have been designed to showcase the various elements of expertise that make Savills first choice for anyone looking to move or let their home, including in-depth market knowledge, UK wide coverage, an international network, and exceptional negotiating skills.
Alison Dean, head of consumer marketing at Savills comments: “At Savills we are incredibly ambitious for the business and recognise the need to be nimble in a changing market. Our new campaign is a key part of driving future success. We are out to challenge both the status quo in the market and preconceived ideas of who and what Savills is. The TV commercials are just the beginning.”
Paul Houlding, managing partner at isobel concludes: “Our task with any advertising is to do our clients justice. And I hope we have done that with this campaign. As market leader, Savills has allowed us to rip up the rule book for advertising in this sector. We were determined not to preach at anyone: we wanted a campaign borne out of consumer insight and we wanted a campaign that would engage with intelligence and wit. No mean feat for an estate agent. But we think we have done it and hope consumers enjoy the campaign as much as we enjoyed making it”.
The campaign is the first since isobel’s appointment in November, following a competitive pitch handled by Oystercatchers. The media buying was handled by Arena Media.