Campanie
General Information:
Strategic approach:
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After the first shock of being in lockdown, people got used to the idea that staying indoor will be a solution for the long run. Romanians started to look for ways to make their current homes cosier or to search for new homes. People were now expecting more from a home - office space, terrace, private space for calls, or started looking for houses instead of apartments. We decided to build on this trend and push it forward into a wellbeing zone. Without intending to shift the attention from the gravity of the global and local context, we decided to change perspective from a specific point of view: the time spent at home. This time could become a quality time if we learned from those who mastered it. In our case, the Danes. Storia.ro, the real estate platform part of OLX Group, was a challenger brand in online real estate, with ambitious objectives, but with a lower awareness level than its competitors. When the campaign aired, Storia.ro had only 4 years on the market and was competing against a godly brand, Imobiliare, with 20 years of history. Imobiliare was the go-to website when searching for renting or buying a new home, and Storia.ro needed to catch-up as much as possible, because in fact Storia.ro has the biggest offer of real estate properties. We had to gain competitive advantage and stay relevant. Also, it was a good opportunity to reconnect with consumers and bond emotionally. A simple social media listening session happening during and soon after the lockdown confirmed what trend reports such as Pinterest Predicts would soon show. After the first shock of being in lockdown, people got used to the idea that staying indoors will be the solution for the long run. As staying in is tougher when you don’t really like your place and you’re not sure what should change, people started to look for ideas to redecorate, as shown by a Revolut market study on Romanians’ expenses during the lockdown. Others started to look for new homes. OBJECTIVES AND TARGET We started planning the campaign with two measurable objectives: 1. Raise the prompted awareness of the brand from 20% to 30%, measured on all Internet users, in three months. 2. Raise the traffic competitive index to reach the same level as the main competitor, Imobiliare.ro. We chose Imobiliare.ro as benchmark because it was the market leader in Romania, which was present on the market for many years, while Storia.ro was a recent player in the category. Our core target audience was 25-44 years old, singles and couples, living in urban areas, with high and medium income, looking to buy a house within the next 12 months and with a budget over 60k eur. They could be at their first purchase of such and consider it a lifetime one. Due to their lack of experience, they were ANXIOUS AND HARD TO CONVINCE, but at the same time, they were also the only consumer typology willing to check all real estate websites available on the market. We also wanted to reach people in an incipient stage – undecided if they want to move, but who will probably go through this process over the following years. The secondary target included all Internet users, from 25 to 44 years old, living in urban areas, with high and medium income, that in the future might consider the platform when in front of a real estate investment. Taking a closer look at our target and the channels they use in order to stay informed, we knew that we have to give them something worth paying attention in order to make them actively participate in all the stages of the campaign. We managed to do that by using the most powerful tool in storytelling – video content strategy. |
Execution:
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