FindaProperty rolls out £5m rapping campaign

FindaProperty.com has launched a £5m humorous campaign aimed at communicating how fast and easy it is to use the property website.

The campaign by Beattie McGuinness Bungay kicked off yesterday (8 January) on TV and will also run across press, experiential and digital.

In a bid to differentiate itself from the rational messaging used by rival Rightmove, the FindaProperty TV ad features an everyman character rapping at super-quick speed who also plays the other characters in the ads. To perfect the actor's rap technique, the ads were written by BMB in conjunction with the rapper Dabbla.

The initial launch campaign will be followed by a nationwide competition to find members of the public who can "beat the FindaProperty.com rap".

Sheraz Dar, marketing director at Digital Property Group, which owns FindaProperty, said: "The challenge for a digital brand like FindaProperty.com is to ensure engaging standout advertising with a clear call to action for the consumer.

"Working with BMB, I think we have managed to do both whilst also enjoying a great working relationship."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More