Each week, one fifth of all Swedes visit Hemnet, Sweden's biggest property portal. But in a world of business disruption, you can’t stop evolving. So, to strengthen Hemnet’s leading market position, we set out to show that Hemnet is not only a pioneer of property portals — but also the future of property development.
And we did so by turning ones and zeros into bricks and mortar. A team of data scientists analyzed over 200 million clicks on Hemnet, unearthing the foundation of what Swedes dream about in a future home. We then gave the data to two architects and created the House of Clicks - a 1,5 storey home featuring a red wooden facade and a private roof-top terrace. Co-created with over 2 million Swedes, it turned big data into a truly big idea.
The House of Clicks quickly became a hot topic in media with a total reach of 218 million and sparked a global debate on the future of architecture and property development. Raising the question if big data can be the foundation for the home of tomorrow. And it may already be, as 648 people from around the world had signed up to buy the house when it hits the market.
So, in addition to reinforcing market leadership, we created a new market that puts us in the forefront of property development. So the next time you look for your dream home on Hemnet, you might just be part of building it.
The Brief
1) Position Hemnet as the pioneer of property portals and property development
2) Raise awareness in traditional and social media
3) Create new business opportunities from Hemnet’s unique data
Execution
Together with two of Europe’s foremost architects, we transformed 200 million clicks on Hemnet into Sweden’s most sought after home. Visitors could experience and sign up to buy the house online. We employed a trickle down media strategy targeting elite media in relevant segments, allowing our concept to filter down. Prioritizing media with high social media integration to spark discussion. This launch plan was executed on May 7, 2015, parallel with social media monitoring and involvement in discussion targeting key opinion leaders. After the initial launch we started an interior design competition to boost engagement amongst consumers and key lifestyle bloggers. We also turned the House of Clicks into a hot topic in Almedalen, Sweden’s yearly political event. We secured key speaking opportunities and organized a round table discussion with high level executives at leading property development companies, financial investment funds and representatives from the Swedish parliament.
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.
Action/Business Impact
More than 460 000 unique visitors from 187 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 services 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 - that puts us in the forefront of property development.
The Strategy
Creating a strong communications symbol that dramatizes the potential with Hemnet’s data. 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.
Three success factors:
1) Context: Tapping into current discussion about big data and Sweden being seen as a pioneer when it comes to architecture and design. Raising the question if big data can be the foundation for the home of tomorrow.
2) Targeting: Individual targeting of editors and key opinion leaders within tech, politics, architecture and design.
3) Agenda: Taking an active role in current debate about big data, crowdsourcing and the architect’s role in future property development.