OPENDOOR
Opendoor is a publicly traded company with only 2% awareness, living in a category (iBuying), which they invented, that has roughly about the same. And they’d never done a brand campaign. Needless to say we had our work cut out for us. So, we did some research, and found that their competition wasn’t other iBuyers, but in fact the traditional real estate sales process as a whole. A process riddled with interia, that keeps going unchecked - not because people like it, nor because it’s particularly good - but because it’s the way it’s always been done. Category disruption was the opportunity.
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(OOH)