In Nested's first ever large scale advertising campaign, paramedics push a patient down hill in dig at "half job" estate agents
Today we're ever so proud to take a big leap in our mission to redefine estate agency by launching our first TV advertising campaign. After many months of hard work, the adverts launch on ITV this week, using a good splash of old-fashioned humour to take aim at the property industry status quo.
Update 12/3: Please see bottom of article for campaign changes following Coronavirus updates
The campaign, The Double Agent, focuses on Nested's unique proposition of not only selling your home, but also helping to negotiate thousands off your new home on your behalf.
In the second half of 2019, we saved an incredible £27,000 on average off asking price, ensuring that sellers that move with Nested never overpay on their new home. We think this is something worth shouting about!
Taking a jab at traditional estate agents, who only represent you for your sale, the campaign imagines what other professions might look like if they only did half a job. Initially running exclusively on ITV, there are three adverts following the fortunes of paramedics, midwives and restauranteurs.
The ads were created by Neil Dawson and Co, a Cannes Lion award winner whose previous highlights have included work for Cow and Gate, Coca Cola and Volkswagen. Neil said, “Nested.com has been a joy to work on and they have been a joy to work with. They have a clear USP which is a wonderful place to start, but crucially they also understand the power of creativity and the need for their message to cut through the clutter.”
The advertising campaign is set to run throughout 2020, bolstered by three upcoming radio adverts (half job pilot, anyone?) and a large scale outdoor poster campaign featuring hairdressers and tailors, both due to launch in April.
We're really proud of these adverts and extremely excited to hear what you think of them. Have a watch below and please leave a comment on YouTube.
Campaign update 12/3: We will be pausing the paramedic advert at this time. The core message of the advert is that, along with the rest of our much-cherished NHS, a paramedic would not do half a job and to show admiration for our great health service and the fantastic job they do. A job that many other industries, including ours, can only aspire to.
However, as the current situation unfolds we wouldn't want this message to detract, distract or profit from the unforeseen emerging global medical situation and we will, therefore, be pausing the ad.