FindaProperty rapping ads score a hit with charity fundraisers

Monday 27th February 2012
Written by Rosalind Renshaw

Okay, it’s more like Marmite than Marmite in that we’ve yet to find a single EAT reader who actually likes the FindaProperty rapping ads, but apparently the response has been beyond all expectations.

So far, more than 100 TV viewers have uploaded their own rapping versions on to the special ‘Rap for a Cause’ website.

Votes are based on Facebook ‘likes’, and the rap with the most votes will net £10,000 for the winner’s chosen charity.

So far, over 60 charities have signed up to the campaign and are actively encouraging people to get involved via Facebook and Twitter.

Sheraz Dar, marketing director at the Digital Property Group, which publishes FindaProperty, said: “Incredibly, the campaign has reached over three million people through social media. We’ve also seen a 30% increase in our Twitter followers since the competition launched.”

Currently topping the leaderboard is the motor neurone disease charity. See the full leaderboard here. http://rap.findaproperty.com/leaderboard/

For details of how to enter the competition visit http://rap.findaproperty.com/competition/

(6) Comments

Added by Simon on 2012-02-28 13:58:09

I don't like marmite or rap - but both seem popular in some circles - I'm a Francoise Hardy fan but can also recommend Taken By Trees. 40 charities have already entered this rap competition.
I'm assuming the purpose of the adverts and competition were to attract attention and make the public more aware - which could well have been achieved.
If rap isn't your thing, I do recommend you try Taken By Trees.
Added by Well Simon on 2012-02-27 12:44:58

Apologies then Simon,

If the main of the campaign was to be amusing , it isn't, it is unintelligible. It is like the funniest joke ever told by a Yardie in Patois.
Striking a Chord with the public? Certainly not anyone likely to be buying or selling and the useful charity end appears to be an afterthought attempt to salvage something from the money spent.
Perhaps the reason I mistook you for someone in DPG’s marketing team is because now you are retired you have lost touch with the industry. The last 3 years in agency has been about getting to grips with Social media and prior to that we had 5 years at least of SEO. I will agree that most agents care little for Rap but neither do the vast majority of their customers.
Reebok can pull this sort of thing off (Belly’s gonna get you) but their target audience was the spotty yoof and not his Dad.
DPG dis izz a epic fail, innit?
Added by simon on 2012-02-27 11:56:50

Well there you go. I retired from general practice surveying / estate agency in the North of England last year but retain interests in the industry.
I hadn't heard of Mr Dar before reading today's article.
I just felt his competition had struck a chord with the general public, that it was amusing and had a useful charitable end..................
Added by Well Simon on 2012-02-27 11:25:49

The customers who are effectively paying DPG to inrease footfall through their doors don't think it is so great.
On first name terms with "Sheraz" and commenting that "Most agents" rather than "Most of us" indicates you probably work in Kensington High Street and if that is the case it is probably not too smart to comment on the comedy of agents' (DPG's Customers) ignorance.

I would suggest that the money being paid to produce and screen this very poor series of averts would be better spent if it were being given Directly to the Charities.

If the customers for this advert neither like it or understand it and don't think it is suitable for their taget audience, what sort of research was done to say that this was ever a good idea?

One further point, had the Granny in the wheelchair been a Grandpa and the camera had lingered on the crotch Female Postie in small shorts how many times would the ad have been shown?

Perhaps you boys don't like the negative comments but just remember there is no such thing as bad Press coverage.
Added by Don't bother to comment on this story on 2012-02-27 10:19:41

If it is not supportive of Mr Dar it will be deleted.
Added by Simon on 2012-02-27 09:46:07

Well I think Sheraz Dar from FindaProperty has come up with the first amusing / useful promotion our industry has seen in a long time - great.
And the funniest thing is that most agents won't have a clue what it's about ! Rap / Social Networking - Facebook / Twitter .....
Well done Sheraz - and good luck to the contestants.

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