Bärbel Egli-Unckrich Horizont
The Goodwins humorously stages the real estate offer of classified ads
The Goodwins is launching a Germany-wide campaign for its long-standing client Kleinanzeigen. This time, the focus is on the professional real estate offers on the platform, which are presented in a humorously exaggerated way.
The last time the real estate category was the focus of Kleinzeigen's advertising activities was two years ago. The brand wants to build on this success and position itself even more strongly as an indispensable platform for real estate professionals. The aim is to further strengthen trust in estate agents and commercial providers, particularly in selected regions of Germany. The campaign aims to show that classified ads are the ideal place to market real estate effectively, visibly and with a fair price-performance ratio.
At the heart of the campaign is the idea: “All eyes on your real estate”. In small everyday scenes, the commercials show how people drop everything to discover the latest real estate ad in the classifieds - because this is where you can find offers that you won't find anywhere else.
The main protagonist of the campaign is a likeable real estate agent who is accompanied from the moment she places her ad to the successful closing. The other protagonists in the campaign cover the entire spectrum of the target group of real estate professionals - from people looking for a home in the entry-level segment to buyers in the high-end segment.
With this appearance, Kleinanzeigen and its agency want to achieve the balancing act between the professional real estate world and the relaxed, independent tonality of classified ads.
“What real estate professionals find on Classifieds is direct access to a diverse community of people who are actively looking for their new home - and that's exactly what this campaign highlights,” explains Ansis Schön, Head of Marketing Real Estate at Kleinanzeigen.
“With the new campaign for real estate classifieds, we are creating a direct link between the colorful, quirky world of classifieds and the much more serious world of real estate agents. A balancing act that not only makes a lot of sense in terms of content, but also provides really good entertainment,” adds Clemens Kandziora, Creative Director at The Goodwins.
The official campaign launch was at the beginning of this week. The first social assets have already been published in advance. Further playout will take place via online banners, social media, print formats and trade fair appearances.
And as befits the multi-award-winning brand in terms of sustainability, the campaign was once again realized under green production conditions and certified with the Green Motion label, which is awarded by the independent testing agency PwC. The film and photo motifs were realized by Soup Filmproduktion under the direction of Scott Pickett. The photo assets were created by photographer André Josselin.