Advertising Agency Mischief Takes on Task of Crafting Opendoor's inaugural Super Bowl Commercial
Ready to kick off the 2024 home-selling season with a bang?
That's exactly what Opendoor, the digital real estate platform, is planning to do, partnering with Mischief @ No Fixed Address for a major marketing push during the upcoming Super Bowl. They aim to change the way people think about the housing market, starting with the big game.
The Super Bowl, being the unofficial start of home-selling season, presents the perfect opportunity for brands like Opendoor to reach potential sellers as the real estate market starts to thaw from the winter lull.
David Corns, Opendoor's Chief Marketing Officer, acknowledges that buying and selling a home is traditionally a complicated process that hasn't changed in over a century. But Opendoor vows to make it easier and stress-free. The planned Super Bowl ad campaign will showcase Opendoor in an unexpected and creative way that is a marked departure from typical Super Bowl ads.
"Our biggest challenge in 2024 will be to rewire consumer expectations that buying and selling a home has to be hard," says Corns. "Mischief has a track record of simplifying complex problems with creativity. This partnership will help communicate what Opendoor does and how it does it very simply, effectively, and unignorably."
Heading into the Super Bowl, Opendoor's focus will be on home selling, a process often fraught with stress for sellers. New data from Opendoor indicates that 78% of homeowners find selling a home more stressful than being delayed at the airport for over 10 hours during the holidays. And 66% believe selling a home is more stressful than hosting a large family gathering for Thanksgiving.
Most sellers (70%) stress over uncertainty regarding the sale price, while 69% worry about selling within a desired timeframe. A significant number are anxious about offers falling through or needing to make major renovations to prepare their homes for sale.
Opendoor plans to address these concerns with the forthcoming campaign, demonstrating how the company helps alleviate the usual stressors by eliminating last-minute repairs, staging, and showings, and offering a quick, initial cash offer in minutes, all through an online platform.
Greg Hahn, co-founder and chief creative officer at Mischief, sees the partnership as a dynamic collaboration between two entities reinventing their respective industries. "We were drawn to the people at Opendoor because, like Mischief, they’re reinventing a way of doing something that has been done one way for decades and decades," Hahn said.
In addition to this Super Bowl venture, Opendoor recently announced a partnership with the agency Alma, with campaigns targeting the 55+ age group. Projected 2023 spend for Opendoor is $59 million, according to COMvergence.
- In an attempt to revolutionize the housing market, Opendoor, the digital real estate platform, is investing heavily in technology to simplify the buying and selling process, particularly focusing on reducing stress for home sellers.
- As part of their strategic plan for 2024, Opendoor is partnering with both Mischief and Alma to create marketing campaigns in finance and real estate sectors, aiming to change consumer perceptions about the traditional complexities of buying and selling homes, leveraging this technology-driven approach.
