Rocket aims to humanize the home buying process
Rocket repositioned around the concept to help everyone home, and with that came a re-humanization of the brand.
Problem
With a new CMO at the helm and an election cycle in full swing, we faced the challenge of crafting an entire campaign from scratch in just one month. Our task? To develop a fresh visual identity and sound for a new Rocket—one that pulls at the heartstrings rather than simply entertains. The result was an emotionally driven campaign that redefined the brand’s voice and resonated on a deeper level with the audience.
Strategy
After discovering the key insight that most home buyers feel caught between a rock and a hard place, we knew we needed a creative approach to get real people to open up about their experiences. By designing a campaign that encouraged candid conversations, we tapped into the emotions surrounding the home buying process, making the complex journey feel more relatable and approachable.
Solution
We staged a fake open house, inviting guests who thought they were touring a potential new home. Instead, they were greeted with a feast shared among like-minded individuals. The twist? A question bowl prompted raw, thought-provoking discussions about their home buying struggles. Unbeknownst to them, one of the guests was the Rocket CRO, who empathized with their concerns and offered real insights—turning what began as a simple event into a powerful, relatable experience.
Going Deeper: Beyond the Conversation
With a wealth of content stemming from an insightful conversation, we expanded the campaign by diving into each individual's experience. Through candid exit interviews and tailored segments from the TVC, we brought their stories to life, creating a more personal connection across social platforms. This deeper approach resonated with audiences and added dimension to the campaign's narrative.
From Talk to Action: Guiding the Way
To truly break through with this campaign, we knew that a simple conversation wasn't enough—we needed to educate real people about the complexities of home buying. By tapping into trending social conversations and leveraging SEO data, we identified the most searched questions and transformed them into engaging content for TikTok and Instagram, turning curiosity into confidence.
Radio: Bringing Conversations to Life.
We captured the intimate soundscape of table conversations, weaving in the nuanced clinks of silverware and the warmth of real voices to build an auditory texture that brings the commercial to life. This layered approach transforms everyday sounds into an immersive narrative, making listeners feel like they're sitting right at the table.
Project Credits
Creative Leads:
Creative Director: Alex Terry
Copy Director: Amin Aliabadi
Rocket Team:
Chief Revenue Officer: Austin Niemiec
Executive Creative Director: Rego Marquis
Creative Director: Jason Polluck, Sean Pavleshyn
Executive Producer: Julie Etheridge
Junior Producer: Elizabeth Bumbico
Senior Photographer: Lindsey Pratt
Key Agency Partners:
MXML Creative
Knucklehead Productions
Director:
Siri Bunford