A no-fee internet estate agency is launching a pounds 13 million ad
blitz in an attempt to steal a march on rival offerings.
Easier.co.uk is using TV, national press and poster advertising in a
campaign that compares estate agents with interfering busybodies.
The work, due to break in London and the South East on 14 February,
before a national roll-out, is the first to be produced by the
Cordiant-owned Atlas Advertising since it was awarded the account in
November without a pitch.
Easier, which expects to secure pounds 12 million in funding through an
AIM flotation, intends to eliminate commission costs by cutting out
’middle man’ estate agents.
Instead, the service, which goes live next week, will be offered free of
charge. Revenues will be generated from sending participants’ details to
providers of mortgages, insurance and furnishings.
Easier hopes the advertising will distance it from the 1,500 other
property websites which, it claims, are less comprehensive or charge a
Nick Clements, the Atlas managing director, said: ’Easier is in a
tearing hurry to create a brand through the advertising and to develop a
critical mass that will leave others in its wake.’
In one 30-second ad, the estate agent is personified by a barman who
ruins a young man’s attempt to chat up a girl. In another, he becomes a
washroom attendant who makes a performance out of unlocking a cubicle
for a bemused customer.
The films were written by James von Leyden, art directed by Gary Smith
and directed by Richard Loncraine for James Garrett. Media buying is
The campaign makes Easier the biggest-spending client at Atlas, after
Hyundai. Atlas was set up to handle the car manufacturer’s pounds 25
million pan-European account a year ago to avoid conflict with the
pounds 100 million SEAT pan-European business at Cordiant-owned Bates.