Casas de Partida - Portugal Sotheby’s International Realty Campaign
Casas de Partida - Portugal Sotheby’s International Realty Campaign
We launched the first lifestyle campaign for Portugal Sotheby’s International Realty.
Sotheby’s challenged us to create a different kind of campaign, one that would help source properties even before they came onto the market. To build a funnel of exclusive listings that would engage owners who are not currently thinking of selling, reframing the value of the property as an opportunity to improve their lives.
We sought to shift the paradigm of property acquisition, moving from identifying the need to sell to creating the need to sell and buy in the Portuguese market.
With the rising value of the property sector, the homes we live in can become true ‘Starting Points’ for new lives, better suited to our family circumstances.
A 100% digital campaign that provides a valuation of the current home and, by recreating six real-life scenarios, suggests searching for a home better suited to the different life stages of Sotheby’s clients.
“This campaign was born out of the need to reach those who aren’t thinking of selling. We focused on emotional appeals, grounded in current house prices, to ensure significant potential for digital targeting.”
Vicente Melo – Born Copywriter
“This campaign was born out of the need to reach those who aren’t thinking of selling. We focused on emotional appeals, grounded in current house prices, to ensure significant potential for digital targeting.”
Vicente Melo – Born Copywriter