Helt rätt!
Concept and campaign for Hyresbostäder
The assignment
Insight work
Strategy work
Communication concept
Campaign production
Web design
In Norrköping, a record number of homes have been built in recent years. As supply increases, demand also needs to follow suit. Competition is fierce, especially in new construction, where rents are generally higher than in the older stock. Making the right to rent out to more people in the long term is a success factor in being able to rent out all the homes in the stock. Byn was commissioned by Hyresbostäder AB to develop a long-term communication concept to increase interest in the right to rent out.
Insight work and target groups
Based on local target group surveys and macro trends, two main target groups and a secondary target group were identified, namely “The life-enjoyer who wants time with other things”, but also “The one who wants freedom and opportunities”.
Strategy and creative choices
The rental property has developed a lot in recent years, but the prejudices about it remain. To get more people interested in the rental property, we need to break through the prejudices and get people to imagine what life in a rental property could be like. Based on this, we created an insight-based strategy that opened up for the creative choices in the concept of “Helt rätt”.
Long-term campaign
The campaign’s various units were designed and targeted to reach the different target groups, where we highlighted arguments such as freedom, the opportunity to influence – and the service you receive as a tenant. The campaign plan includes around 15 different units, all of which aim to attract traffic to the Helt rätt landing page. Here you can find more information, but also the opportunity to quickly join the housing queue at Hyresbostäder.
