Campanie
General Information:
Strategic approach:
| Strategic approach: |
While the previous main objective of turning Storia.ro into the most relevant real estate platform in Romania was achieved through the launch of ”T.R.A.I.”, the challenge was to maintain the #1 position. And in order to do so, we had to continue the development of T.R.A.I., making it even more useful. So, while already having the objective and independent big data, our plan was to integrate a more human approach. The campaign aimed to add perception data at a neighbourhood level - real people evaluating their neighbourhoods on different criteria. We needed to achieve statistical relevance at a neighbourhood level, so another goal was reaching at least 50.000 respondents and converting part of them into Storia.ro users. The „always unsatisfied” neighbour He is not in the best place in his life and tends to think that everyone is guilty for that. He can’t move somewhere else, so keeps complaining about the mayor, about the building administrator or about neighbours. He is willing to answer the questions as he thinks he knows exactly what’s going on and he needs a new place to express his frustrations while helping others. The ”I live in a good area” neighbour He is middle aged, lives by modern standards in a medium to high expensive city area and hopes for the prices to go higher. He is willing to answer the questions, as he is searching for new ways of justifying the high price he paid for his place, while hoping to make some new friends that have the same way of thinking and living. The „since the beginning” neighbour He has kids or nephews, does voluntary work for the building or community, he lived there for a long time and witnessed the changes, while being satisfied about how things evolved. He is willing to answer the questions as he can see the improvements and wants to promote them as useful for new families with kids. He thinks that more beautiful young people should join the community and tends to give details, advice and solutions because he is very proud of his neighbourhood. Small businesses All businesses that activate in a specific neighbourhood that want to attract more clients and are interested in improving their reputation. |
Execution:
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