The property auction sector is highly competitive, with numerous organisations using conventional images (e.g. standard photography such as the auction hammer) and generic auction headlines (e.g. reposed & distressed properties, property auction house, guaranteed sale) creating an air of scepticism and negativity.
Given the nature of this market, the brief from Greater Manchester’s leading auction house, Edward Mellor was to come up with a series of press ads which would stand out in the marketplace as well as communicating its unique proposition: if the house doesn’t sell at auction, Edward Mellow will buy the property from the owner.
To capture the attention of the homeowner and to highlight the true benefits of selling a house by auction, Manchester advertising agency Delineo devised an ad campaign that illustrated the before and after effects of selling property at auction. Combining the split faced visual with testimonials from people, before and after selling their property at an Edward Mellor auction, Delineo captured both the homeowner’s excitement and their reason for selling.
The ad campaign is running in the Manchester Evening News and other associated newspapers.