A new way to think about residential real estate has launched by Venables Bell + Partners for real estate digital platform, Opendoor. Opendoor becomes the place to take the stress out of life’s changes.
The new brand platform uses emotion aims to build awareness and understanding of Opendoor’s services amnd speaks to a broad demographic that ranges from young families selling for the first time all the way to experienced sellers who are preparing for retirement.
“The need to sell your home often comes during a significant life transition. While the transition itself can be exciting, the traditional way of selling your home can be cumbersome, lengthy, and full of unknowns, making it an incredibly overwhelming and anxiety-ridden experience,” stated David Corns, VP of marketing at Opendoor. “The Be Open platform shares just how simple, certain and fast-selling to Opendoor is, allowing you to focus on what’s ahead in life.”
The centrepiece of the campaign is a 60-second anthem spot, Life’s Doors, showing people suddenly faced with one of life’s opportunities knocking, wagging, or buzzing at their door. Opendoor and VB+P collaborated with director, Saman Kesh, and cinematographer Don Burgess, to create a range spots that illustrate the emotional rollercoaster of joy and anxiety when it comes to such a moment. The full campaign is running nationally in the US with broadcast TV and online video, radio, outdoor, as well as with social and digital activations, which were created by R/GA.
“There’s nothing more exciting and inspiring than working with brands that are challenging the way things are done. And if there’s any industry in need of shaking up, it’s real estate. But at the end of the day it’s still the client partnership that makes all the difference. From day one, Opendoor brought a clear vision, a creative ambition and a collaborative approach to getting there. We’ve been in lock step ever since, and can’t wait to see what the future holds for the partnership and the brand,” stated Matt Keats and Matt Miller, group creative directors at VB+P.
The new brand platform and integrated campaign is launching on the heels of initial brand foundational work led by strategic consultancy, TwentyFirstCenturyBrand.
