Margaux Adam Horizont
High rents, horrendous down payments and queues for appointments: Apartment hunting is a horror for most people. The new Germany-wide campaign created by The Goodwins for Ebay Kleinanzeigen, which launched today (Monday), uses exactly that topic and shows absurd images of how far some people will go to find for a new place to live.
“Apartment hunting these days” - that’s the motto of the campaign, which has been running since September 12 and includes TV, online and social media advertising, as well as influencer collaborations, a cinema and audio spot. At the heart of the campaign is a 20-second spot that illustrates the absurdity of many apartment searches: For example, a woman floats on numerous colorful helium balloons in front of a house facade, or an elderly couple rappel down from the roof to be the first to view an apartment.
“Apartment hunting these days”
The campaign was conceived and implemented by The Goodwins Berlin, which has been the lead agency for Kleinanzeigen since 2020. The film and the key visual were created under the direction of Bastian Kuhn, the production was carried out by Streetsmart Media. GUD was again responsible for the influencer measures and social media. Music was provided by Tracks & Fields, mixing and sound design was done by 86Tales.
Since the beginning of this year, Ebay Kleinanzeigen, which was only renamed Kleinanzeigen in July 2022, has been wanting to position itself more strongly as a real estate platform and take on top dogs such as ImmoScout24 from the Scout24 Group and Immowelt.de from the Axel Springer Group. To this end, the company launched a campaign in mid-January, addressing estate agents in particular as its core target group. The creative implementation was also carried out by the Berlin office of the lead agency The Goodwins. mad