Opendoor created the iBuying category in 2014–setting out to reinvent life’s most important transaction with a new, radically simple way to buy and sell your home. Since then, the competitive landscape has only gotten hotter, being further accelerated by the pandemic.

Creative Director: Tushar Date
ACD: Kit Antone, Jessica Norris
Art Direction: Maryam Saad

TESTIMONIALS

The Approach: We lead each testimonial with problems that relate most to people buying or selling homes. The first statement of each series is the hook.

The Families: We interviewed the Abernethys, and the Goodens who wanted to share their experiences buying or selling, and the peace of mind Opendoor gave them in preparing for a life change. We produced a couple long form mini-docs that gave reasons to trust and reasons to buy. Who doesn’t love a happily ever after?

There are also social cutdowns but if you have time, watch these please!

“BE OPEN” CAMPAIGN

Opendoor has partnered with R/GA as their digital innovation partner. To start, work will focus on four key workstreams: Testimonials, Activations, Sponsorships and Social ID. In order to ensure that this work will be grounded in a strong strategic foundation, R/GA will begin with a Definition Phase that will focus on refining the existing creative concepts and establishing a cohesive GTM strategy for all workstreams.

SOCIAL

The Approach: In addition to delivering the right messaging and information by phase, social content would further encourage users to move through the journey by unpacking RTBs as user scrolls through IG carousel post.

The living wall

The Mnemonic Device: A family’s photo wall is where memories live and stories are told. Let’s use this familiar visual to share our families’ Opendoor experiences in a relatable and warm way.

The Concept: Starting off with a wide view of all the photos, we’ll pan and zoom to transition from photo to photo, or scene to scene. We’ll meet the family and get to know the home owners in a way that feels natural and digestible. For shorter cuts, we’ll either pan in or out once to hit on a singular quick-get takeaway. However, taking just a few seconds to still include that photo gallery shot, we’ll imply that there’s still so much more to learn about Opendoor.

PROOF OF CONCEPT

FINAL DELIVERY

The Execution: We created a Cinema 4D rendering of frames that any American home would have in possession. Frames that felt eclectic and used, while still maintaining enough cohesive sizing that worked for our templatized approach.

SOCIAL