10 supports the homeless (also on TV)
This
winter, ERA wanted to communicate that they understand the importance of a
home, better then anyone. And how to do this better, then by supporting those
that don’t have a home? ERA supports them with a donation for every property
sold. We created an eye-catching campaign with a shocking message. We decided
to promote cardboard boxes as real estate. And this through all traditional
channels real estate promotion uses. Off course there’s integration in the
existing ERA communication in print and in POS. And obviously we use the big
online real estate community. Therefore we partnered up with one of Belgium’s
biggest real estate websites, zimmo.be. No matter where you search for
property, each time a very odd house is presented to you… All of this is signed
with the impactfull headline: For thousands of Belgians, this really is a
house. On top of that, we summarised our campaign in a wonderful print ad in
our well-known ERA style: a dramatic visual and poetic text about the
importance of a home.
But the cherry on the pie for this campaign is the little addition we made to the well-known TV-program Huizenjacht (If you don't know it: House Hunt is a program about people looking for a new house). On December 14th, Cara and an ERA-agent went to visit a very special house... Yes, a cardboard box. And they discuss it as if it was just any other house. Because for thousands of Belgians, this really is a house.
Do you like this campaign? Then please show your support at era.be/dakloos or era.be/sansabri.
