| Title | HOUSE OF CLICKS |
| Brand | HEMNET |
| Product/Service | RESIDENTIAL PROPERTY |
| Category |
A01. Creative Effectiveness |
|
Entrant
|
PRIME Stockholm, SWEDEN
|
|
Idea Creation
|
PRIME Stockholm, SWEDEN
|
|
Idea Creation 2
|
HEMNET Stockholm, SWEDEN
|
|
Idea Creation 3
|
UNITED MINDS Stockholm, SWEDEN
|
|
Idea Creation 4
|
TEAM TONY Stockholm, SWEDEN
|
|
PR
|
PRIME Stockholm, SWEDEN
|
|
Production
|
BRIKK 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 Weber Shandwick |
Key Account Manager |
| Ivar Insulander |
Prime Weber Shandwick |
Project Manager & Copywriter |
| Patrik Beskow |
Prime Weber Shandwick |
Creative Director |
| Louise Sallander |
Prime Weber Shandwick |
Media Relations Specialist |
| Simon Sved |
Prime Weber Shandwick |
Graphic Designer |
| Jonathan Bui |
Prime Weber Shandwick |
Junior Consultant |
| Emelie Molinder |
Prime Weber Shandwick |
Media Relations Specialist |
| Bolle Tham |
Tham & Videgård Arkitekter |
Architect |
| Martin Videgård |
Tham & Videgård Arkitekter |
Architect |
Brief Explanation
Turning 200 Million Clicks into One House
Hemnet is Sweden’s most popular property portal. Each week over 2 million people, equal to 20 % of Sweden’s population, visit Hemnet to buy, sell or dream about a new home. However, market leadership is no longer a safe place. As increased pressure from existing competitors and new disruptive players had become the category reality, Hemnet looked to strengthen its leading position.
Our key insight: we realized that Hemnet truly knew what people dream of in a home. As the market's largest player, size is Hemnet’s greatest competitive advantage. A virtual institution in Swedish society, Swedes as a rule turn to Hemnet as their first stop when looking for a new home online. Tapping into this as an asset, we posed the question: what unique opportunities are available to the largest player on the market? What is the real value of being the country’s most visited real estate portal?
Our answer transformed data into the creative brief, because we realized that Hemnet’s data could impact the business, the way that society and the industry approaches property development and architecture, and lastly Hemnet’s role as a spokesperson for the future of property development.
Introducing the House of Clicks, Sweden’s most sought-after home. Over the course of three months, a team of data scientists analyzed and examined over 200 million clicks generated by 2 million visitors across 86 000 advertised properties to unearth the foundation of what Swedes dream of in a future home. Two of Sweden’s foremost architects then filtered the insights through the lens of Swedish architectural history and industry-leading knowledge of what a modern home is to create the House of Clicks – a commercially viable 1.5 storey home, co-created with over 2 million Swedes by turning ones and zeros into bricks and mortar.
The market reaction was instant, generating commercial opportunities for both the House of Clicks and Hemnet’s unique data. Within weeks, 648 people from around the world had registered their interest to buy the House of Clicks when it hits the market – and Hemnet is currently in the planning stages of building the first eight Houses of Clicks. Strong business leads from investment and real estate companies were generated for Hemnet’s data by holding a roundtable discussion during Almedalen, Sweden’s most important political summit.
On a PR level, the campaign brought more than 460 000 unique website visitors from 187 different countries, over 10 000 social media mentions, 207 articles in traditional media with a total reach of 218 million and a PR value of 2.2 MEUR, sparking a debate on the future of Scandinavian architecture and a global discussion on data’s role in property development going forward with Hemnet at its centre.
Consequently, the House of Clicks offers an inspiring take on how the creative use of big data by category leaders can fuel business, impact society and harness communication to in this case shift the perception of Hemnet from a property portal, to a property developer.