Opendoor, a digital platform that buys and sells residential real estate, has launched a new brand platform called “Be Open” to show how the app has rebuilt the consumer real estate experience.
The launch is the first brand campaign under VP of Marketing David Corns and was made with independent agency Venables Bell & Partners. It is meant to show first-time sellers just how easy it can be to sell a home when the opportunity comes their way
The centerpiece of the campaign is a minute-long spot called “Life Doors,” showing an array of individuals living everyday life when an opportunity appears. From a couple finding out they’re pregnant, to an underwater proposal to a family having to move in with their parents, all now must deal with the reality of having to sell their homes.
The campaign also includes six 15- and 30-second long videos, elaborating on the circumstances featured in the longer version. One, titled “New Friend Time,” shows the struggles of living in a small house with a lively dog. Another, “Engagement Time,” highlights couples who have to figure out what they will do about their living situations after getting engaged.
In the end, the app shows the simplicity it offers to make adjusting to new opportunities that much easier.
“There’s nothing more exciting and inspiring than working with brands that are challenging the way things are done,” said Matt Keats and Matt Miller, group creative directors at Venables Bell & Partners. “And if there’s any industry in need of shaking up, it’s real estate. But at the end of the day, it’s still the client partnership that makes all the difference. From day one, Opendoor brought a clear vision, a creative ambition and a collaborative approach to getting there.”
The fully-integrated campaign launches nationally with broadcast TV and online video, radio and outdoor, as well as with social and digital activations created by R/GA.