Era Real Estate Promo, Case study ERA SUPPORTS THE HOMELESS by 10 Advertising

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Industry Real Estate
Media Promo & PR, Case study
Market Belgium
Agency 10 Advertising
Director Steven Cuypers
Art Director Gertjan Kuijvenhoven
Copywriter Olaf Meuleman
Photographer Evert Thiry
Released October 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: ERA BELGIUM
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: 10 ADVERTISING, Antwerp, BELGIUM
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)
Director: Steven Cuypers (De Actievist)
Photographer: Evert Thiry (Evert Thiry)
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.

Creative Execution
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.