Challenge: In September of 2016, Portugal faced a set of new rules concerning taxing in the housing sector. The main one was that from that moment on you now have to pay a higher tax if your home has a “good view “ of the surroundings. Everyone was outraged about it and the entire country was talking about it. We created a campaign that took advantage of that moment.
Output (results): The concept came out of two insights. The first was that “a house with a good view” is subjective. The second one is the fact that most people in Portugal are fans of one of the three biggest football clubs (Sporting, Benfica and Porto).
We knew for a Benfica fan, a house with a view to Sporting´s stadium is a horrible one. And the same works the other way around. It´s a view that hurts.
So, in an act of benevolence, Century21 would pay the newly implemented yearly taxes to any fan that was subject to this torture.
As a result of being a campaign around football and a trendy subject the results were amazing! The web-site and digital work were viewed, shared and commented by more than 2million people.
We scored a home goal.Read More