LEMBRA-TE PORQUE COMEÇASTE

CHALLENGE

to reposition Imovirtual after its rebranding, highlighting new technological features while motivating people to persist in their search for a home, even in a highly competitive real estate market.

INSIGHT

house hunting is a tough and emotional process, especially in Portugal, where young people tend to leave their parents’ homes later in life. the insight was to remind people why they started this journey, acknowledging the challenges but showing them that they are not alone.

SOLUTION

the solution was a 360 campaign with the concept “Lembra-te Porque Começaste” (Remember Why You Started), combining emotional and technological elements. The narrative focuses on the story of a young adult moving out of their parents’ house, a highly relatable situation for the target audience. The campaign, broadcasted on TV, radio, OOH, and digital platforms, adopted an authentic and approachable tone, using “people like us” instead of public figures, to maximize the audience’s identification with the message.

and finally, we also created a radio spot.

the 360 campaign is spread throughout Portugal, including TV and digital platforms.