- Zillow has launched a new campaign inspired by the popular children’s cartoon Bluey.
- The spot is a reference to the emotional episode “The Sign”, in which the family almost sells their home.
- Ryan Reynolds’ Maximum Effort created the campaign, which features the voice of Dan Brumm, aka “Uncle Stripe” on the show.
Zillow is tapping into the culture on this one. “The Sign,” counted 10.4 million views worldwide on Disney+ in the week after its release, which is the highest viewership of any Disney Junior show on Disney+. The show racked up 43.9 billion minutes in views, as the second most streamed show of 2023, according to Nielsen, as reported in Variety.
Parents with children at home are a large category of people who move and use services like Zillow. These consumers are often seeking larger accommodations and to be closer to family or a chosen school district. One of the challenges of moving is that it can be hard on children, who have to say goodbye to their friends and neighbors, and possibly change schools. According to Zillow’s research, 51% of parents cry at least once while selling their home, however 81% say their most recent move was worth it. By acknowledging the stresses during these times of transition with this popular kids show, Zillow is connecting to consumers on an emotional level. At the same time the spot appeals to viewer’s higher understanding, that it will all be ok, encouraging them to see the upside of a move and check out Zillow listings.
