Category: Best Use of Ambient Media: Large Scale
Advertiser: IMMOBILIEN SCOUT
Product/Service: REAL ESTATE ONLINE PORTAL
Agency: LEO BURNETT FRANKFURT
Date of First Appearance: Mar 9 2011
Entrant Company: LEO BURNETT FRANKFURT, GERMANY
Copywriter: Konrad Ahlmeyer (Leo Burnett Frankfurt)
Creative Director: Hans-Juergen Kaemmerer (Leo Burnett Frankfurt)
Senior Art Director: Claudia Boeckler (Leo Burnett Frankfurt)
Senior Copywriter: Florian Kroeber (Leo Burnett Frankfurt)
Group Account Director: Thomas Schmidt (Leo Burnett Frankfurt)
Chief Creative Officer: Andreas Pauli (Leo Burnett Frankfurt)
Agency Producer: Angeles Romero-Martinez (Leo Burnett Frankfurt)
Agency Producer: Gabi Sanchez-Palacio (Leo Burnett Frankfurt)
Model Making: Thomas Breen
Project Manager: Shiwa Mehrmann (Leo Burnett Frankfurt)
Media placement: Pop-Up Balcony - Crane - 09.03.2011
Insights, Strategy & the Idea
With Germany’s biggest online real estate platform IMMOBILIENSCOUT24, you can find any number of awesome apartments. But some people still don’t know this.
So we wanted to put IMMOBILIENSCOUT24 on the people’s minds, especially of those who have never searched before for apartments on this website.
The objective was to create PR and increase the number of visits on the IMMOBILIENSCOUT24 website – with a very tight budget.
During the night, a crane attaches bright and beautiful pop-up balconies to dreary house fronts. In the morning, the residents are surprised with a totally new view – and reminded of the many beautiful flats available to rent on the IMMOBILIENSCOUT24 website. At each building it stayed for one day and created a much bigger impact than any conventional poster could have created.
Instead of just talking to the people through an ad, the balcony created an unforgettable live experience and delivered our message in a remarkable and funny way right to the people’s door. The people who lived in the apartments and passers-by could instantly discover how finding a new apartment on IMMOBILIENSCOUT24 would improve their life.
Results and Effectiveness
For the brand, this idea added a fun aspect and helped it to stay in people’s minds in a positive and emotional way. With a limited budget of 5000 Euros, the balcony created a buzz on the streets and on the web. The ambient was mentioned in many city magazines and found it's way to the internet through mobile-uploads from passers-by on all major community-sites like Facebook. We cannot provide any qualified data yet, but with entire neighbourhoods seeing the balcony, it is possible that in the near future a large number of people will follow the promise of a better home and search for a gorgeous apartment on IMMOBILIENSCOUT24.
The Print Ad titled Pop-Up Balcony was done by Leo Burnett Frankfurt advertising agency for product: Immobilien Scout Real Estate Online Portal (brand: Immobilien Scout) in Germany. It was released in the Jul 2012.