Housing.com bats for live sports to hit viewership boundaries during India v/s Australia matches

Home seekers go through rigorous research before making a purchase. They need conversations and reassurances and an empathetic ear where one understands their struggles. Housing.com’s brand commitment includes being welcoming and supportive to home seekers throughout the process. In a recent campaign, ‘Parr… se perfect’, the brand set out to create awareness, resonance and recall for providing the broadest possible selection of properties to home seekers.

Since Housing.com aimed to reach a highly engaged, affluent audience aged 24+, it opted to leverage the best of Disney+ Hotstar’s ad solutions. By leveraging live sports events such as the India v/s Australia test matches and targeting ConnectedTV (CTV) viewers, Housing.com effectively tapped into its desired audience.

Execution and Strategy

Targeting CTV audiences, the brand spoke to the entire family watching cricket matches together. The strategy helped it appeal to all the stakeholders of the house-buying process in one go. It increased the effectiveness of the campaign while adding to its emotional appeal.

By opting for a combination of features such as ‘Fall Of Wicket’, where their Aston Band appeared during a fall of wicket, as well as mid-rolls during matches, the brand increased visibility, awareness, and recall.

With immense viewership, these ad solutions helped the brand reach the intended target audience, those with the purchasing power to buy or rent a house.