THE STRUGGLE IS REAL.
IMMOSCOUT24 Brand Campaign | Idea, Creative Direction, Copy & Concept
Looking for an apartment, especially in big cities like Munich, Berlin or Hamburg, is nerve-wracking and feels hopeless for a long time. Sadly, renting out or selling is also a pain in the a** at the moment. If there was ever a bad time to do a brand campaign for the leading real estate app, this was it. We did it anyway.
TVC · YOUTUBE · INSTAGRAM · DISPLAY ADS
CHALLENGE
Simply put: people don't like Immoscout24. Why? Because it is the undisputed champion of real estate apps in the German market and as such it's seen as responsible for the real estate market – even though in reality it just mirrors the market. And the market really sucks.
So nobody would want communication that acts as if ImmoScout24 magically solves all problems by writing their new claim “EINFACH ZUHAUSE (=SIMPLY AT HOME)" across a picture of happy new tenants.
CONTEXT
Whether you’re a native German or an A1 beginner: get ready to learn the word „NERVIG!“ once you start looking for an apartment in a big city like Berlin, Hamburg or Munich. An inconvenient truth and a problem that ImmoScout24 can’t magically fix – but it can give you some amazing tools to make it from „EINFACH ZU NERVIG“ to „EINFACH ZUHAUSE“ (a little luck you’ll still have to bring yourself).
CREATIVE SOLUTION
We leaned into the rollercoaster of emotions and into showcasing all the moments of frustration you go through while apartment hunting. Showing stressed moms, frustrated employees unable to focus on meetings or couples standing in horribly long waiting lines for an flat viewing – presenting all of that was a risk.
But we took it on the assumption that if you show that you take people's real lives seriously, you'll be taken more seriously as a brand. That you know the problem, but want to be part of the solution.
