Campaigns
ImmoScout24
69.7M total campaign reach
2022 home-search campaign. Across the wider creation programme: €1M agency-equivalent value of work delivered over three years, based on researched external provider pricing.
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The Besser verkaufen mit Makler campaign film shows a garden house, an apartment building and people around residential properties, followed by a woman speaking on the phone. The closing message reads Verkaufen Sie besser – mit Makler, meaning Sell better with an estate agent, followed by the ImmoScout24 wordmark.
Desktop and mobile versions of the Besser verkaufen campaign landing page scroll side by side. The opening property-selection form gives way to illustrated service benefits, campaign photography and an estate-agent profile with contact options, demonstrating how the same content adapts to both screen sizes.
The camera moves through furnished, sunlit rooms while bright yellow and turquoise strips highlight areas of the floor. The ImmoScout24 wordmark appears over the opening interior; the film ends on white with Hier, meaning Here, above the wordmark.
How campaigns expanded the studio remit
ImmoScout24’s first TV campaign in years became a turning point for the Creative Studio. Its success gave the studio the backing to take on more creative responsibility.
Leading integrated campaigns and team development
Kerstin Ludwig led in-house creative direction, co-creation and production within Scout24’s Creative Studio. She developed the team through the work, expanding its remit from execution into co-creation, then creation and full delivery.
The studio grew into a team able to take on integrated campaigns across consumer, business and employer audiences. Over the wider programme, the portfolio records six TV and 360° campaigns and five YouTube and viral campaigns.
The 2020 seller campaign
Launched in September 2020, “Besser verkaufen mit Makler” addressed property owners’ hesitation about working with an agent. The campaign presented agents as trusted partners in a major life decision, connecting emotional storytelling with practical evidence. TV and other channels led into a landing experience and agent-comparison tool.
The campaign, spans multiple mediums incl. TV, Print, OOH, Radio, and Online. It contributed to achieve significant growth even during pandemic and got refined two times in following years to implement learnings and best practises.
The 2022 home search campaign
For the 2022 home-search campaign, the studio started with property viewings: the moment people begin imagining life in a new home. The idea travelled from TV into the digital experience. Working with the product team, the studio also overhauled ImmoScout24 Plus around its new value proposition and connected the campaign with tenant and professional offerings.
Mentoring and increasingly ambitious projects helped designers deepen their skills as the studio took ownership of more of the idea and its delivery.
Campaign reach and creative value
Brand Traction reports higher conversion from private sellers to agent contacts, stronger perceptions of reliability and professionalism, and a more efficient seller funnel. That success was a proof point for the Creative Studio and helped it earn a larger role in the creation of later campaigns.
ImmoScout24’s 2022 home-search campaign reported 69.7M total reach. Over three years, the wider creation programme delivered work with an agency-equivalent value of €1M, based on researched external provider pricing. Savings in the wider programme exceeded expectations by 60%. The result was a studio trusted to develop ideas and carry them through production.
Campaign partners: Silver Bullet Agentur and Henrik Wiards on “Besser verkaufen”; Silver Bullet Agentur and Mat Neidhart on the Seeker campaign, alongside Creative Studio ImmoScout24. Further production and media partners on the 2020 campaign: 14a Media GmbH and Mediascale.
“Kerstin is a great creative force, who continuously brings the skills and the energy necessary to convince, align and execute on an ambitious corporate identity.”
Capabilities
- Creative direction
- Campaign development
- Production leadership
- Capability building
- Product collaboration
