THE DEFINITIVE HOME by MY PR for WWW.IMMOBILIARE.IT

Adsarchive » Digital , Promo , Case study » WWW.IMMOBILIARE.IT » THE DEFINITIVE HOME

THE DEFINITIVE HOME

Pin to Collection
Add a note
Industry Online Retail & E-stores
Media Digital, Interactive & Mobile, Promo & PR, Case study
Market Italy
Agency MY PR
Released October 2011

Credits & Description

Category: Retail and E-commerce, including Restaurants
Advertiser: IMMOBILIARE.IT GROUP
Product/Service: WWW.IMMOBILIARE.IT
Agency: MY PR
Communication Manager: Andrea Polo (Immobiliare.it)
Pr Specialist: Vittoria Giannuzzi (Immobiliare.it)
Pr Specialist: Giovanna Valsecchi (Immobiliare.it)
Senior Consultant: Roberto Grattagliano (My PR)
Executive Consultant: Francesca Magnanini (My PR)
Junior Consultant: Federica Scalvini (My PR)
Media placement: Consumer PR - - 27 October 2011

Summary of the Campaign
In 2011 Immobiliare.it wanted to increase its brand awareness and bring new traffic to its website through a powerful media relation strategy. To reach the goal, thinking out of the box had to be the rule. Real estate communication is traditionally focused on the house of your life. Immobiliare.it decided to talk about a different story: someone selling the house of your eternal life. From the site listings a sale emerged: a monumental tomb from 1800. Once the communication object was found, the next step was to define the right moment to make it public. Being a highly celebrated event by the Italian press, what better than Halloween? We decided to launch the press release on October 27th, right before the long 5 days Halloween holiday break; thanks to the object and the timing, the press note generated 385 clippings, 374 of which in the first 24 hours; the day after the launch, the news was on 29 dailies. The campaign, created without any budget, allowed the site to increase the direct traffic by 5% year over year and the iPhone app downloads of 30% in the 2 days following the launch. The PR elements are clear: we found news; we gave it to the media; and we got brand awareness and traffic on our website.

The Situation
For a real estate website being part of wide consumer stories as Halloween is almost impossible; moreover bringing new direct traffic to a site like Immobiliare.it is not easy, especially during a Holiday break. Having said that, a good news angle could have a big impact on the media and their public, dragging many users from a generic search around the real estate field to our site and letting Immobiliare.it grow even during such a traditionally non-productive period as the Halloween holiday break.

The Goal
Our purpose was to increase the brand awareness of Immobiliare.it and bring new qualified traffic to our website. Our main target was made by those Italians that, having never been involved in a real estate deal, didn’t know our site. We realized that, in order to reach our target - we had to focus our strategy on consumer media, and use as communication hook a very popular topic. Therefore our campaign was developed during the Halloween week and identified websites and lifestyle magazines as the main media target.

The Strategy
Real estate communication is traditionally focused on the house of your life. Immobiliare.it decided to talk about a different story: someone selling the house of your eternal life. On our live listings database, we noticed the sale of a 19th century monumental tomb. Once the communication object was found we had to decide the right moment to communicate it and, as in the last years Halloween has turned into a highly celebrated event in Italy, especially by the media, we couldn’t find anything better than it. To be part of Halloween media flow we prepared a press note titled: 'Halloween: a tomb for sale online…but this is not a trick!' This included both a link to the listing (fundamental to drive traffic) and the key messages of Immobiliare.it communication. The note was launched on October 27th, when the media buzz around Halloween was going to begin.

Execution
The press note, accompanied by several images of the tomb and published also on the site's Facebook page and Twitter account, was sent to a mailing list of almost 500 media on October 27th . It included both a link to the listing (fundamental to drive traffic) and the key messages of Immobiliare.it communication. The tomb was also a great occasion to highlight a sector of the site usually not covered by PR: commercial properties. Several burial service licenses were up for sale and integrating that info in the note gave to the story also a more playful news angle. After the launch, we organised a 2-day recall managing several interviews both with Immobiliare.it and with the realtor who was dealing the sale. Having different spokespersons gave us the opportunity to run concurrent interviews and reach even those media not willing to have a 'company' representative.

Documented Results
The press release generated 385 clippings, 374 of which in the first 24 hours. This made the 'online tomb' - as we like to call it now - one of the most popular topics on the Italian web during the Halloween period.

The day after the launch, the news was on 29 dailies and the corporate communication messages were included by the majority of the media. The campaign, created without any budget, obtained more than 20m media impressions and, despite having been communicated before a 5-day-holiday break, allowed the site to increase the direct traffic by 5% year over year and the iPhone app downloads of 30% in the 2 days following the launch.