Kijiji Introduces Canada’s Hardest Working "Rentals Agent"

Finding the right rental can feel overwhelming - and with so many factors to consider, it can be difficult to make an informed decision. With 75% of Canadians feeling pessimistic about their home buying potential, having options for renters is more important than ever. So, to help renters navigate a tough market, Kijiji is introducing Kay Jiji, a personification of Canada’s #1 visited rentals marketplace.

Those in the know, know they can find what they’re after on Kijiji. With 4,000 new listings added every day, Kijiji has Canadians covered. If Kijiji were a real estate agent, they’d be the top one in the country!

Introducing Kay Jiji, Canada’s hardest working rentals platform, personified. She’s the only rental realtor Canadians need to find their next home! Kay Jiji provides renters with all of the information they need upfront - location, price, unit size and type, duration of rental, number of bedrooms, images, online applications, viewing bookings and more!

To help her spread the word, Kay uses all the tools that a local real estate agent would: a local billboard, TTC bus ad, postcards and, of course, TikTok to show she is up on all the trends in media.

“We leaned into traditional real estate tropes and placements to create Kay, making her an unexpected presence in an expected space,” said Jake Bundock, associate creative director at BBDO Canada. “The idea was to take a humorous approach to some old-school real estate tactics to show Canadians just how many great rentals are posted to Kijiji every day.” 

“To support folks in their search process, this campaign personifies Kijiji as Canada’s hardest working rentals real estate agent, Kay Jiji,” said Adam Jardine, Kijiji’s CMO. “Kay embodies our brand: she’s quirky, fun-loving, whip-smart, and full of enthusiasm. It’s no wonder she has all the listings and is trusted by so many to find their perfect home. Kay has been in the rentals game since 2005, and as Canada’s #1 visited rentals agent, she helps hundreds of people every day find their next home, no matter their budget or wish list. We’re excited about this campaign, and more importantly, to continue connecting Canadians with their next great rental.”

The creative was led by creative agency BBDO in partnership with Kijiji. Citizen Relations helped bring Kay to life by partnering her with local Toronto influencer, Moose Bendago, to show how Kay could help him find his next home, in addition to supporting PR in English Canada, with Capital Image supporting in Quebec. Essence MediaCom also supported with media placements for this campaign.

Learn more about the campaign with the survey data, available here.