Magazine article Marketing

CGU in Bid to Lead Online Home Buying

Magazine article Marketing

CGU in Bid to Lead Online Home Buying

Article excerpt

CGU is putting a [pounds]10m marketing push behind its new house-hunters' web brand, assertahome.com, to make the brand the UK's biggest online home-buying and selling service.

CGU launched the service on May 10 to coincide with the company's first quarter results, which saw operating profit rise by 55%.

A TV ad campaign broke this week, featuring a real-life version of 'Angry Kid', the new character from Aardman Films, creators of Wallace & Gromit and the Creature Comforts ads.

The ads show Dennis, the 'angry kid', sitting in the back of his parents' car while they go house-hunting the old-fashioned way. The campaign aims to show that online house-hunting is easier and less stressful.

Aardman's Darren Walsh directed and stars in the ads, which have the strapline 'Do your homework'. The ads were created by BMP DDB, which was also behind the business name and brand identity. Media was by BMP OMD. The site was developed by Sapient. …

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