House Hunting Adventure: A Modern Twist on Home Buying Journey

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The current housing market is facing challenges due to various factors like the pandemic and increasing interest rates. This has led to a situation where buying a home is now more difficult and expensive than it has been in generations. Navigating through the process, from attending open houses to getting mortgage approval, can be overwhelming for many buyers. In cities like New York, the situation is even more complicated with the involvement of apartment brokers, co-op boards, and a limited housing supply. In fact, renters in New York have less than a 1% chance of finding an apartment for less than $2,400 a month.

Finding a place to live in New York is like embarking on an epic odyssey, unlike anywhere else. This idea is captured in the latest campaign from StreetEasy, a real estate platform focused on New York and owned by Zillow.

According to Jason Ferguson, creative director at StreetEasy, the goal of the campaign was to highlight the unique journey of finding a home in New York City. The team wanted to connect with New Yorkers by showcasing how StreetEasy provides the tools and resources to connect them with the right people for their real estate needs.

"Let The Journey Begin" was launched last month in collaboration with Mother New York and will continue all year. The campaign can be seen on various platforms such as Facebook, Instagram, Reddit, Pinterest, YouTube, Spotify, and connected TV. In addition, the campaign is visible on MTA subway cars, taxi tops, and has taken over the Broadway/Lafayette station. Hand-painted murals in Williamsburg and Nolita neighborhoods are also part of the campaign.

StreetEasy

StreetEasy’s campaign imagines the steps of the buyer's journey in the style of Renaissance frescos.

Courtesy of StreetEasy

Those OOH activations are considered the most effective element of the campaign. They depict the steps of the buyer's journey in the style of Renaissance frescos, which is a fitting choice for the campaign, as mentioned by Nedal Ahmed, executive creative director at Mother New York.

Ahmed noted that when discussing words like 'odyssey,' it is evident how the brain conjures up dramatic imagery reminiscent of a specific illustration style from a certain time period. He pointed out that during the Renaissance era, there existed a remarkable and iconic visual vocabulary. Similarly, New York City also boasts an iconic aesthetic. The fusion of these two distinct aesthetics creates an exciting and enjoyable experience for all involved.

The campaign not only combines two iconic visual styles but also continues the brand's efforts to engage with a New York audience that is skilled at filtering out advertising amidst the city's visual chaos.

Ahmed explained that New Yorkers value clever messaging, beautiful visuals, and content that resonates with their city experience. He expressed excitement about the creative excellence and the opportunity to tailor content specifically for New Yorkers.

Understanding the New York Vibe

The buyer's journey, much like a hero's journey, involves various experiences, challenges, and achievements. StreetEasy and Mother collaborated to develop seven ideas that would appeal to New Yorkers and be transformed into art. These ideas included considerations such as renting versus buying, obtaining mortgage pre-approval, attending open houses, navigating co-op boards, and ultimately, becoming a property owner.

Ahmed highlighted the significant role played by the strategy team in this project. Working closely with the StreetEasy team, they acted as a link between business strategy and creative strategy, ensuring a seamless transition from concept to creative execution.

Mother turned StreetEasy’s insights into visual ideas and then worked closely with its business affairs unit to make sure all local references were approved for the campaign. This included nods to iconic ads like “Dan Smith Will Teach You Guitar”, popular places like Barcade and the New York Public Library, and recognizable figures like Leh-Boy, who balances a basketball on his head while riding his bike. Once the concepts were finalized, creative company Buck was brought in to bring them to life.

StreetEasy

New York-specific Easter eggs, like the iconic “Dan Smith Will Teach You Guitar” ads, appear throughout StreetEasy’s campaign.

Courtesy of StreetEasy

Ferguson stated that he was already a fan of Buck's work even before they collaborated. He felt it was an obvious choice to work together. Ferguson believed Buck was the perfect fit for the project because of their passion and attention to detail in every aspect of their craft.

The campaign stands out due to the level of handmade care put into it, especially at a time when many brands and agencies are rushing to use generative artificial intelligence (AI) to save time and energy. However, as seen in other campaigns, AI may not always be suitable for creative tasks and may not have been able to capture the authentic New York scenarios portrayed in this campaign.

According to Ferguson, when people see the campaign in person, they will appreciate the meticulous hand-drawn work done by Buck. Despite the extra effort and energy required for this approach, the authenticity shines through and will ultimately enhance the overall quality of the campaign.

Editor's P/S:

The "Let The Journey Begin" campaign by StreetEasy captures the unique and often arduous journey of finding a home in New York City. Through stunning Renaissance-style frescos, the campaign resonates with the city's iconic aesthetic and the challenges faced by homebuyers. The collaboration with Mother New York and Buck resulted in a visually captivating execution that reflects the city's vibrant culture and the importance of connecting with the local audience.

The campaign's success lies in its authenticity and the thoughtful inclusion of New York-specific references. By understanding the "New York vibe," StreetEasy and Mother were able to create a campaign that not only promotes the brand but also celebrates the city's unique character. The campaign's emphasis on handmade care and attention to detail sets it apart in an era dominated by generative AI and underscores the importance of human creativity in marketing.