John D Wood has unveiled its brand new ad campaign – ‘You’re hard to impress. Good’ – which the firm’s marketing head, Chris Kelly (pictured), says is a “bold and witty celebration of the high standards and precise expectations of today’s buyers and renters.”
The ads have the accompanying line “For people who know what they want,” using humour to reframe ‘picky’ as powerful, and the idea that the estate agency “truly understands and delivers for discerning clients”.
Striking visuals
The campaign uses what it calls “striking visuals and tongue-in-cheek copy” and highlights the small but significant details that matter most to customers, from driveway appeal and flooring choices to natural light, gardens and even wine cellars.
It will appear in print advertising alongside social media, digital display, paid search, direct mail and window card takeovers across all branches. The multichannel is part of John D Wood & Co.’s ongoing investment in marketing to drive brand awareness and engagement in a competitive market.
Kelly says, “Our clients know exactly what they’re looking for and they’re not afraid to say it. Rather than shy away from that, this campaign celebrates it.
Using humour allows us to stand out, start conversations and show that we don’t take ourselves too seriously, while still delivering outstanding service.”
“‘You’re hard to impress. Good,’ is about confidence, clarity and understanding what really matters to people when they’re choosing a home.
“Using humour allows us to stand out, start conversations and show that we don’t take ourselves too seriously, while still delivering outstanding service.”
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