The British have a peculiarly intense relationship with property: they love it, want it and it drives them nuts. Hardly surprising as it takes all your money or stays, distressingly, out of reach.
So it’s brave of upscale estate agent Savills to tackle this head on, which it does in a rather winning new campaign from London indie agency Isobel.
Savills head of consumer marketing Alison Dean says: “Savills is a business which prides itself on its hunger, drive, and agility in a changing market. The 2016/7 campaign proved very successful and has given us the confidence to press forwards. We want to challenge perceived perceptions of Savills, and to demonstrate the role we play in the emotionally turbulent time of moving.”
Isobel managing partner Paul Houlding says: “After the success of House Unfaithful and Mancave (last year’s campaign) we really wanted to up the ante with the new creative to further supercharge the Savills brand. Dialling up the houses’ roles in the campaign just made sense, and we’re hopeful that consumers will enjoy watching the embodiment of these relationships.”
Savills is the place you go to for your next country mansion so the friendly tone of this challenges the notion that its properties are out of reach.
MAA creative scale: 8.