Client: Purplebricks
Purplebricks is the UK’s biggest estate agent. Mass TV had delivered awareness of the no-commission proposition, but not local relevance or trust. To make Purplebricks as locally relevant as it was nationally we had to identify the property hot spots, or ‘purple patches’ where advertising would make the most difference to local trust. We built 'Seller Scouter', a first-of-its-kind predictive analytics tool, using multiple data signals and triggers to plan reactively and deploy tailored messages to position Purplebricks as the obvious choice for each postcode. The Seller Scouter product innovation made our media planning and buying approach as agile as the property market, flexing and pivoting our budget according to the selling patterns we were seeing in the tool. Using addressable digital channels like digital OOH, digital audio and Connected TV we served tailored creative bespoke to each area, with impactful results. Spontaneous Awareness in local areas increased by 7% while there was an impressive 14% increase in those who would definitely use Purplebricks. Most importantly, areas exposed to tailored local ads saw double the amount of mobile traffic to site with share of sales increasing exponentially across the local areas we targeted, far outsripping the national growth rate.
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