Ahead of the much-anticipated launch of Boomin on Good Friday 2 April, Property Industry Eye can share with you a sneak preview of the new property portal’s advertising campaign that will go live on the same day.
Boomin’s ‘good things happen’ campaign from Friday and will run across TV, video on demand, YouTube, social media and radio.
The first TV ad will air on Channel 4 in a prime-time Friday night slot at 9pm during Gogglebox and will run the following night on ITV during Ant & Dec’s Saturday Night Takeaway.
The national campaign, which Boomin says is designed to be ‘positive, engaging and informative’, will run almost daily over the next three years as the company aims to build Boomin into a household name.
The voiceovers for the three thirty second ads are provided by Brian Cox, star of HBO’s Succession and can now be viewed for the first time below:
Advert 1: Boomin Sneak Peek
Phil Lloyd, chief marketing officer at Boomin, said: “Launch advertising for any new brand has outsized importance for immediate traction, and we’re confident that this campaign is the ideal way for Boomin to begin its journey.”
Advert 2: Boomin Matchmaker
Lloyd continued: “We’re a brand-led technology business with deep experience of brand and marketing from the founders and across the wider team; knowing how to make the emotional and rational connection with consumers is in our DNA. Whilst our media investment will be sizable, the not so secret sauce is the impact of innovation and creativity [across our entire business and via our agency partners] that truly matters.”
Advert 3: Boomin Gold Bar
Lloyd added: “The way in which we’re presenting the benefits of Boomin in our advertising is key, and wrapping that together in engaging moments where ‘good things happen’. We can’t wait to get started.”
Tell us what you think in the comments section below…
Comments (16)
When an estate agents forum dislike the portal being promoted – it can’t survive.
The way Bruce brothers sat back and watched agents fees go down.
I will now also sit back and see this portal go down.
Shout loud and long enough, people start to believe. TRUMP proved that!
The power of ‘the media’ should never be ignored or undervalued.
What should be clear to any agent, if you are joining them you could be suffering the death of a thousands cuts if it goes pear shaped and what are you going to do if it turns into a Private Sellers Portal and you get dumped?
For those in opposition, start planning for battle. The glossy glitz is coming and the public are often naïve to ‘what is what’? Be prepared or you may find yourself on the back foot fighting the objections created by Boomin in the publics eye.
Just remember something like 95% of the public didn’t fall for Purple Bricks. Now why was that? Think about it and communicate to your audience. Don’t sit idle.
Good luck to them, if it helps more people move then that cant be a bad thing!
Surely for transparency they should open the ad with:
‘From the people who took you for a ride with Purple Bricks’
or
‘From the people who took your money to list with Purple Bricks whether or not you sold’
or
‘From the people who for the last umpteen years said they hated high street agents’
followed by
‘Boom – yet another portal’
Are they having a laugh game changer. Ha Ha all them poor agents that have signed up will promote the hell out of it to try and justify and save face and will not gain anymore business but, will cost them dearly. Bloomin Commissary..
Looking forward to seeing how this plays out . Like the Advert , it will definitely arouse lots of curiosity . Great time to be launching . Good luck Boomin
Primetime TV,Easter weekend This is going to make Purplebricks launch look like a village fete opening. Budget disappearing faster than one of Sporting Ken’s racehorses.
I wonder who is going to end up paying for all this?
So are they only allowing agents on their platform who advertise property with them before other portals.
Isn’t that one of the things an agents Facebook page is for? “Like our page to see houses before they appear on Rightmove”. I doubt Boomin will catch on. I’ll wait with interest to see what happens.
They have done a good job – think it will arouse interest and get people to try it, which is the job of advertising.
My concern is whether people will then be disappointed upon finding out it’s another property portal…..?
Hmmmmmmm…. Uninspiring to say the least. Public won’t be too bought in to this. Why would they? You use one of the many portals and good things happen.. Whaaat??!! Why!!!!???!!!
What TV advert has inspired you over the last decade C91?
Well it’s as clear as mud like their presentation to agents.
Going to need a massive spend to get the public to use it, especially as they only have at best 25% of stock.
Boom! Booom!! Boooom!!!
Nice of PIE to get up in the middle of the night to post such an important announcement!! 🙂
Instant reaction from OTM, R’move & Zoopla…all called emergency board meetings !!
Oh yes! Less than 20% of their stock and launching without a single CRM integration. I’m sure the other portals are quaking in their boots. RM also copied two of Boomin’s ‘unique selling points’ and launched them over a month ago. It literally took RM less than two weeks to copy and launch the same feature. So that just leaves their poor man’s Pinterest rip-off. Good luck earning commission Mr agent. on all those Moroccan rugs.