Credits & Description:
Category: Best Use of Online Advertising
Advertiser: ERA BELGIUM
Product/Service: REAL ESTATE BROKER
Agency: 10 ADVERTISING
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: 10 ADVERTISING, Antwerp, BELGIUM
Entry URL: http://www.ideaism.nl/ERA-Homeless-Online.wmv
Copywriter: Olaf Meuleman (10 advertising)
Art Director: Gertjan Kuijvenhoven (10 advertising)
Strategy: Geert de Craen (10 advertising)
Account Managers: Anke Berckmans/Barbele Walraet (10 advertising)
Media placement: TV - In TV Programme Huizenjacht - 14/11/2009
Media placement: Print - Newspapers, Brochures, POS - 01/11/2009
Media placement: Online - Real Estate Website Zimmo - 01/11/2009
Results and Effectiveness
The response was great. After only one month, the website received more than 30,000 visitors, public donations for more than €20,000, and we reinforced the brand image with this social mission. And all this with a media spending of €0.
We collaborated with a popular TV programme: ‘Huizenjacht’, a show about people looking for a house. We added an item to that programme, looking just like any other ‘Huizenjacht’ item: the real host of the programme and exactly the same style. But the house they visited in our item was a cardboard box! They discuss it as if it were a real house: property surface, neighbourhood, rooms... because for thousands of Belgians, this really is a house.
Beside this, we did an online and print campaign. This cardboard box was also offered in ERA’s traditional communication about their houses for sale, in brochures, ads and in the shop windows. We collaborated with a big real-estate website. On every search, a cardboard box appeared in the list of search results. It was presented just like a real house.
Insights, Strategy & the Idea
ERA Belgium is a real-estate broker who understands the importance of a home. So we decided to do something for those who don’t have one: 20,000 homeless people in Belgium. ERA supported them with a donation for every house sold.
The Promo / PR Ad titled ZIMMO was done by 10 Advertising advertising agency for product: Real Estate Brokering (brand: Era) in Belgium. It was released in the Oct 2009.