Title	HOUSE OF CLICKS
Brand	HEMNET
Product/Service	REAL ESTATE
Category	A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign)
PR Agency	PRIME Stockholm, SWEDEN
Production Company	BRIKK Stockholm, SWEDEN
Entrant Company	PRIME Stockholm, SWEDEN

Name	Company	Position
Staffan Tell	Hemnet	Head of PR
Marek Wolski	Hemnet	Brand Strategy Director
Jenny Jeppsson	Hemnet	Chief Marketing Officer
Felix Åberg	United Minds	Analyst
Hannes Kerstell	Prime - A Weber Shandwick Company	Key Account Manager
Ivar Insulander	Prime - A Weber Shandwick Company	Project Manager/Copywriter
Patrik Beskow	Prime - A Weber Shandwick Company	Creative Director
Louise Sallander	Prime - A Weber Shandwick Company	PR-specialist
Simon Sved	Prime - A Weber Shandwick Company	Graphic Designer
Jonathan Bui	Prime - A Weber Shandwick Company	Junior Consultant
Emelie Molinder	Prime - A Weber Shandwick Company	PR-specialist
Bolle Tham	Tham/Videgård Arkitekter	Founding Partner
Martin Videgård	Tham/Videgård Arkitekter	Founding Partner
-	Brikk Animation/Film	-

The Brief

Hemnet is Sweden’s most popular property portal. Each week more than 2 million people, equal to 20 % of Sweden’s population, visit Hemnet to buy, sell or dream about a new home. But in a world of business disruption, market leadership is no longer a safe place. As increased pressure from existing competitors and new disruptive players had become the reality within the category – Hemnet’s leading position was threatened. But in the case of Hemnet, being big equals big data. Data that provides unique knowledge about Swedes’ housing dreams and new business opportunities. Our strategy was to create a strong communications symbol that dramatizes the potential with Hemnet’s data. We wanted to find an easy and visual idea that would spark debate on the opportunities with Big Data for property development and architecture. This would create a unique thought leader position for Hemnet and awareness and demand for Hemnet’s data to generate new business opportunities.

With two of Europe’s foremost architects, we transformed 200 million clicks on Hemnet into Sweden’s most sought after home – The House of Clicks. The journey from click to architecture began with the collection and analysis of volumes of data on Sweden’s most popular property portal, Hemnet. The first step was to analyse price, area, room and floor data of the properties listed between January and October 2014. With insights in hand, architects Tham & Videgård, interpreted the data through a historical lens; considering local materials, craftsmanship and building tradition. The result is a 1 115 square foot home over 1.5 storeys that combines the traditional Swedish ‘Falu red’ cottage and a functionalist box home. In addition to analysing clicks, interior imagery was subjected to an in-depth analysis to provide the architects with insights into interior preferences. The image analysis revealed white as the most popular wall colour, hardwood parquetry as the most popular flooring type, and that a stone countertop is to die for. Other insights included interpreting open plan living as a requirement that the kitchen allows for social interaction, and that a grey sofa is a must have for the living room, preferably placed next to an open fireplace. All this is reflected in the Hemnet Home. The red cottage is cube-shaped with a wood panelled façade, reminiscent of traditional carpentry. The terrace is flexible and can easily be converted into an extra room, in case the family grows. The House of Clicks is not just an idea stuck on the drawing board; the house will be built. Through a partnership with a standardised house builder, the house will become available for sale in the near future.

Action/Business Impact: • More than 460 000 unique visitors from 187 different countries visited the House of Clicks website and 648 people from around the world have signed up to buy the house at a total value of $ 200 million. • The round table discussion in Almedalen generated strong business leads from all participants for consultancy in property development based on Hemnet’s data. • So, in addition to reinforcing market leadership, we created new business opportunities - based on data only we possess - and that puts us in the forefront of property development Output/Awareness: • In total, 207 articles mentioned the house in traditional media (100% were positive or neutral), with a total reach of 218 million and a PR-value of 21.2 million including coverage in elite medias for all segments. Knowledge/Consideration: • 10 071 social mentions with a total social reach of 18 million. 99% had a positive sentiment. Innovation: • The House of Clicks was nominated in Fast Company’s Innovation by Design Award 2015.