Campanie
General Information:
Strategic approach:
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Context: The rental market in Romania's major cities experiences a significant 30% increase in demand during September and October, driven by the influx of students and young professionals. While Imobiliare.ro is widely recognized as a premium and trustworthy platform for home purchases, it is often perceived by young audiences as a secondary option for rentals. This is primarily due to the misconception that renting through Imobiliare.ro comes with a premium price tag. Problem: Many Gen Z and millennial renters believe they can save money by bypassing traditional platforms like Imobiliare.ro. However, a lot of young renters who pursued informal rental channels reported negative experiences, including opportunistic landlords, unregulated contracts, hidden fees, and lack of legal protections Objective: Our goal was to give Gen Z and millennials a compelling reason to trust Imobiliare.ro as a reliable and effective solution for finding the perfect rental. We aimed to highlight the risks of alternative methods while emphasizing the platform’s credibility, transparency, and the control it offers renters. In terms of communication objectives, we were asked to drive subscribers and followers for main campaign channels: TikTok, Instagram, YouTube. Strategic Approach Recognizing that traditional media channels like TV and outdoor advertising are blind spots for our target audience, we focused on developing a robust social media campaign. To resonate with Gen Z and millennials, we needed to clearly communicate the stakes: in a fast-paced rental market, you only get one shot at securing the right apartment. Our insight was rooted in the understanding that Gen Z values control and participation in the communication process and also, we know that games play an important role in their media consumption habit. While games offer the luxury of respawning after a mistake, rental decisions can’t afford the same flexibility. We leveraged this parallel to highlight how Imobiliare.ro can provide clarity and security in an otherwise risky rental market. To further engage our audience, we focused on interactive storytelling and gamification, strategies proven to boost engagement among Gen Z and millennials. |
Execution:
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