New York, NY – A deep understanding of an audience can help inspire
advertising campaigns that work. Ipsos is honored to have contributed to a campaign that
Zillow received bronze for at the 2014 Effie Awards, an event that honors the most effective
marketing and communication cases in North America. The win came in the Real Estate
category for their “Find Your Way Home” campaign. The awards were presented at a gala on
June 5 in New York City.
Winners of the Effie Awards represent cases that best demonstrate how they solved a
marketing challenge, connected with their target audience, and achieved the results to show it
worked. Zillow’s “Find Your Way Home” campaign achieved precisely that. The campaign
shows how modern families use technology to drive their house hunt, as well as the emotional
significance tied to finding not just a home, but also a place for their life to happen. It aired 30-
and 60-second spots nationwide on channels such as HGTV, CNN, ABC Family and Travel
Channel. The campaign also includes radio, print, mobile and digital elements.
Zillow partnered with Ipsos to conduct qualitative research during the creative stage, as
well as Awareness, Attitudes and Usage (AAU) tracking studies – before, during, and right
after the TV campaign – to monitor its impact. Specifically, these studies measured how many
people recalled seeing the advertisement, along with their awareness and usage of Zillow and
“We are thrilled to see the Zillow team recognized for an outstanding campaign that hit the
mark with home buyers,” says Mary Kaye O’Brien, Vice President of Ipsos MarketQuest in
Seattle. “As Zillow knows, a marketing communication strategy must leverage consumer
insights to stand out, be effective, and ultimately deliver real results. We value our partnership
and are delighted to play our part in an extraordinary creative concept.”
The Effie Awards are known by advertisers and agencies globally as the pre-eminent
award in the industry, and recognize any and all forms of marketing communication that
contribute to a brand's success. Since 1968, winning an Effie has become a global symbol of
achievement. Today, Effie celebrates effectiveness worldwide with the Global Effie, Effie Asia-
Pacific, the Euro Effies, the Middle East / North Africa Effies, the North American Effies and
more than 40 national Effie programs.
To view Zillow's TV ads in the "Find Your Way Home" campaign, visit http://www.zillow.com/tv/.
For more information about the 2014 Effie awards, visit https://www.effie.org/award_program/partner/26.
For more information on this news release please contact:
Mary Kaye O'Brien
Ipsos is an independent market research company controlled and
managed by research professionals. Founded in France in 1975, Ipsos has
grown into a worldwide research group with a strong presence in all key
markets. Ipsos ranks third in the global research industry.
With offices in 86 countries, Ipsos delivers insightful expertise across six
research specializations: advertising, customer loyalty, marketing, media,
public affairs research, and survey management.
Ipsos researchers assess market potential and interpret market trends.
They develop and build brands. They help clients build long-term
relationships with their customers. They test advertising and study audience
responses to various media and they measure public opinion around the
globe. Ipsos has been listed on the Paris Stock Exchange since 1999 and
generated global revenues of €1,712,4 million (2,274 M$) in 2013.
To learn more, please visit www.ipsos.ca.