Campaign: Purple Plaques
PR team: Cow PR
Timescale: October-November 2011
- To highlight the comprehensive offering from Zoopla and raise the brand's profile
- To achieve national and regional press coverage outside of the property pages
- To drive traffic to the site.
Strategy and plan
Noting that English Heritage's blue plaques only honour people who have been dead for at least 20 years, Cow sourced the addresses of former homes of notable figures who were still living. It placed plaques at the former homes of David Cameron and Lewis Hamilton, among others. Cow generated further coverage by using interior shots of the Camerons' home before they moved, and helped to create a section on the Zoopla website where people could browse and suggest plaques.
Measurement and evaluation
The launch of Purple Plaques achieved about 200 pieces of coverage across print, broadcast and online media.
Within weeks of launch, 60 plaque requests had been submitted on the site, as well as suggestions for new celebrities and homes via the Purple Plaques page.