| Title | HOUSE OF CLICKS |
| Brand | HEMNET |
| Product/Service | REAL ESTATE |
| Category |
F03. Use of Co-Creation & User Generated Content |
|
PR Agency
|
PRIME Stockholm, SWEDEN
|
|
Production Company
|
BRIKK Stockholm, SWEDEN
|
|
Entrant Company
|
PRIME Stockholm, SWEDEN
|
Credits
| 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 |
- |
Creative Execution
Together with 2 million Swedes, and two of Europe’s foremost architects, we transformed 200 million clicks on Hemnet into one home – Sweden’s most sought after home. The house was launched on a campaign site, with 3D-renderings and findings from the data where visitors could comment, share content and sign up to buy the house. We targeted elite media in prioritized segments - allowing our concept to trickle down. In social media, we aimed to fuel debate and reach by targeting key opinion leaders individually - capitalizing on their relevance and followers.
The House of Clicks quickly became a hot topic in media and sparked a global debate amongst architects, property developers, politicians and game designers. Raising the question if big data could be the foundation for the home of tomorrow. The total reach was 218M through 207 articles and 10 071 mentions in social media. In addition, the campaign site had more than 460k unique visitors from 187 countries. We also created a whole new market, based on data only we posses. So far, 648 people have signed up to buy the house, at a total value of $ 200M.
Insight
Hemnet is Sweden’s most popular property portal with +2 million visitors each week. But in a world of business disruption, you can’t stop evolving. For Hemnet, being big equals Big Data that provides unique knowledge of what Swedes dream about in a future home.
Strategy
Creating a strong communications symbol based on co-created content that dramatizes the potential in Hemnet’s data. Finding a strong idea that would spark debate on the opportunities with Big Data for property development and architecture. This would position Hemnet as the pioneer of property portals, but also as the future of property development – generating new business opportunities.
The idea: A home co-created with 2 million Swedes
Turning 200 million clicks on Hemnet into bricks and mortar. The result is Sweden’s most sought after home, co-created with over 2 million Swedes. The next step? We’re building it.