Venables Bell + Partners and Opendoor Partner on Touching Brand Campaign
Venables Bell + Partners has just launched a new brand platform for Opendoor, the leading digital platform for residential real estate. Opendoor has reinvented life’s most important transaction with a radically simple way to buy, sell and finance a home. Through its new brand platform ‘Be Open’, VB+P has articulated how Opendoor has rebuilt the entire consumer real estate experience. The launch marks the first significant brand campaign effort under the leadership of Opendoor’s new VP of marketing, David Corns.
Since its inception, Opendoor has revolutionised the home buying and selling experience, in part by its online process of cash offers, making what can be a very stressful process easy, fast, and stress-free. The new brand platform aims to build awareness and understanding of Opendoor’s offerings in a thoughtful and emotive way. Speaking to a broad demographic that ranges from young families selling for the first time all the way to experienced sellers who are preparing for retirement, Opendoor’s appeal are helping consumers to focus on their life transitions without all the hassle that comes with selling a house.
“The need to sell your home often comes during a significant life transition. While the transition itself can be exciting, the traditional way of selling your home can be cumbersome, lengthy, and full of unknowns, making it an incredibly overwhelming and anxiety-ridden experience,” said David Corns, VP of marketing at Opendoor. “The ‘Be Open’ platform shares just how simple, certain and fast-selling to Opendoor is, allowing you to focus on what’s ahead in life.”
The campaign's centrepiece is a minute-long anthem spot, 'Life’s Doors,' showcasing a diverse cast of everyday individuals, each suddenly faced with one of life’s opportunities knocking, wagging, or buzzing at their door. From a city slicker contemplating the goat farm life to an aquatic proposal to a playful retiree winning the grand prize in bingo, all abruptly hit with the gut-punching realisation of having to deal with their house. Opendoor and VB+P collaborated with highly acclaimed director Saman Kesh and Academy Award-nominated cinematographer Don Burgess to create a multitude of spots that illustrate the emotional rollercoaster of joy and anxiety when it comes to such a moment. The fully-integrated campaign launches nationally with broadcast TV and online video, radio, and outdoor, as well as with social and digital activations, which R/GA created.
“There’s nothing more exciting and inspiring than working with brands that are challenging the way things are done. And if there’s any industry in need of shaking up, it’s real estate. But at the end of the day, the client partnership still makes all the difference. From day one, Opendoor brought a clear vision, a creative ambition, and a collaborative approach to getting there. We’ve been in lockstep ever since and can’t wait to see what the future holds for the partnership and the brand,” said Matt Keats and Matt Miller, group creative directors at VB+P.
The new brand platform and the integrated campaign are launching on the heels of initial brand foundational work led by strategic consultancy TwentyFirstCenturyBrand.
