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TODAY'S OTHER NEWS

Purplebricks’ brand boost from Olympics TV ads campaign

The advertising and sponsorship links between Purplebricks and Team GB have won the agency a silver medal according to a leading polling company. 

YouGov, which conducts daily surveys into brand awareness, heaps praise on Purplebricks for its recent advertisements featuring interviews with famous athletes.

This has elevated the agency to the number two spot in YouGov’s latest Ad Awareness rankings.

In June the brand saw an 8.5 point increase in its Ad Awareness score, which measures whether someone has seen or heard an advert by the company in the past two weeks. 

The increase in score has also continued into July, with the brand having a score of 24.8 as of July 8, up from 12.3 at the beginning of June.

Purplebricks has also seen its Consideration score (whether someone would consider purchasing from the brand in future) among those adults who look for property either entirely or mostly online boosted throughout June and July, rising from 22.3 and peaking at 26.9 in early July.

Purplebricks is the ‘official estate agent of Team GB’ in a sponsorship deal originally lined up ahead of this summer’s Olympics, and now staying in place until the rescheduled August 2021 Games.

The latest TV ad campaign is described as a “playful take” on the sponsorship deal, featuring three decorated Olympic athletes.

These are Bianca Walkden, Triple World Taekwondo Champion and 2016 Rio Olympic Bronze Medallist; Dan Goodfellow, Silver Medallist in 2019 Men’s World Championships 3m synchro dive and Olympic Bronze Medallist at Rio 2016; and Moe Sbihi, Rower and Olympic Gold medallist from Rio 2016 in the Men's Coxless Fours and Bronze Medallist at London 2012.

The advertising campaign is continuing throughout the summer.

  • Chris Arnold

    Ad awareness ranking?

    Could anything be more irrelevant. There's a huge difference beteeen awareness and attention. One is automatic and one is precise. We need attention and engagement from the messages we create - not just awareness. I'm aware of the Purplebricks ad - I couldn't care less.

  • Simon Bradbury

    Brand recognition/ awareness must ALWAYS come before interest/consideration and consequently this campaign can only be seen as a success. I congratulate them on a job well done in this respect.
    I personally think that the adverts are excellent and they are clearly very effective too.

    Chris Arnold

    I'm not suggesting for one moment, Simon, that brand awareness doesn't precede attention/engagement. Just that the statistic is meaningless if there's no buy-in.

    Further, the spend of TV increases the cost of customer acquisition to the point of stupidity. A company such as Tesla have a far better brand awareness whilst spending ZERO on paid advertising. Why? Because they have something interesting to say and are not simply chasing attention.
    My opinion is that the campaign fails on every count.

     
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    Now let's see it turn to profit.

  • Charlie Lamdin

    The adverts themselves are excellent. If only they were a true reflection of the PB experience.

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    The adverts are good, just hope they don't attract too many gullible fools.

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    And how many millions of investors money did they spend on this last throw of the dice?

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