Real Estate Platform Opendoor Bypasses Valentine's to Celebrate Breakup Day

Online real estate company Opendoor, opted to skip out on feel-good Valentine’s Day content, and instead launch its latest work to celebrate National Breakup Day on February 21st. 

Created by modern culture agency alma, the work shows homes breaking up with their owners and encouraging them to sell on Opendoor so they can both move on. To amplify this effort, Opendoor also teamed up with dating app OkCupid for the first time to uncover consumers' preferences around break-ups, moving and homeownership. The data - gathered from OkCupid's in-app experience via prompts - will be shared via both the brands' social platforms, and will highlight that it's OK to celebrate a breakup, move out, and move on to the next chapter.

The campaign continues to position the home-buying company as a fierce competitor in the current housing market. Working with alma, the agency develops work that connects the brand with the 55+ segment, a crucial market, as it represents the most well-positioned group to sell their home and downsize. The campaign launches on National Breakup Day on February 21st, and will run on YouTube, Streaming (Paramount+), Meta and TikTok.

“Whether it's the Big Game or March Madness, Opendoor’s creative storytelling approach is all about hacking culture,” says Opendoor CMO David Corns. “In this instance, we chose to partner with alma to hack the feel-good Valentine’s Day content, leaning into National Breakup Day and highlighting just how easy it is to "move on" from your old home if you sell on Opendoor.”

“Where most brands try hard to show up in culture on Valentine’s Day, we partnered with Opendoor to show up on a less crowded day, National Breakup Day,” says alma VP and executive creative director Jorge Murillo. "Selling your home brings up a lot of emotions and, for empty nesters, much of it relates to embracing their newfound freedom and moving on from their house. With this truth in mind, we asked ourselves, ‘But what would the house say about all of this?’ A lot it turns out.”