BRAND:
Unlock Dream Home
AWARD CATEGORY:
The Best Social & Commerce Integration
CAMPAIGN TIME RANGE:
03/2022 - 11/2022
CREDITS:
CASE STUDY VIDEO
STRATEGY
The biggest obstacle for Vietnamese people when looking to buy a house is information about buying and selling policies and when buying a home loan is the difficulty of paperwork. They mostly trust the home buying guides of family/friends and real estate professionals.However, house prices increase continuously, it is difficult to find financial support, and many processes in loan procedures...is becoming a barrier that makes young people face many difficulties before deciding to own their own home
INSIGHT
Unlock Dream Home is "cherished" for a long time with market research as well as customer psychology, with the goal of realizing the dream home of many people, the target customer group of Unlock Dream Home:Target Customer 1:- Successful young people soon want to own their own home with better quality living space- The soon-to-be and newlyweds need their own space to build a small family and settle down- Young families with additional child members need more space for each family memberTarget Customer 2:- Real estate brokerage Recognizing the correlation between home loan customers and real estate brokers, from which we offer marketing activities to reach both groups of these customers to motivate them to experience Unlock Dream Home, specifically:- Customers: help them take the initiative when finding - calculating - borrowing all in one online digital platform- Brokerage: help them have more tools to reach customers in need of home loans and Unlock Dream Home as their sales channel
CREATIVE IDEA
With insight, customers have difficulty finding out home loan information in many different sources of information and filtering the information is even more difficult. In particular, 71% of customers face difficulties in home loan paperwork.Music TVC: inspired by a newlywed couple who want to buy a new house to settle down soon, but when they start researching about finding a house, how can it be confusing, making these 2 young couples face many difficulties. Since then, Unlock Dream Home as a savior appeared to solve all in 1 single digital platform.
CONNECTION PLAN
To achieve the objectives of the campaign efficiently and effectively, Unlock Dream Home has made good use of all channels. In which, music TVC accounts for the highest percentage of investment, playing the main role of arousing and inspiring the campaign message to the target audience. Followed by social channels that play the role of reaching users and KOLs, Micro KOLs to spread the message and attract user participation.
OBJECTIVE-BASE KPI
1/ Media:Total Reach: 14.5MImpression: 100MEngagement: 1MVideo View: 4.3MSearch: 100KTraffic: 300K
2/ PRPublished articles: 50Total View: 5M
3/ Social BookingKOLs share: over 270K viewsLivestream: over 20k views
4/ Business results Real estate on the platform: more than 100.000Registration customer: more than 9.000Customers unlock dream house: 1.500Total disbursement: VND 1.200 billion
