Idealista: CAUGHT RED HANDED

Credits & Description:

Advertiser: IDEALISTA
Agency: ACIDMEDIA
Category: Best Use of Screens
Marketing Director: Fran Iñareta (Idealista)
Creative Director: Juan Rguez De Sadia (Acidmedia)
Communication: Daniel Castillo (Idealista)
Producer: Edu Miguel (Acidmedia)
Director: Alex Campos (Acidmedia)
General Director: Ana Muñoz (Alma Media)

Effectiveness
The campaign was very successful. It was commented about all over. It was in the news of several countries (even though it was not broadcast there)!!! People watched the video on YouTube, totalling more than half a million views. People also started making their own versions of the commercial which gave more exposure to the campaign. Idealista is now, in the eyes of the consumer, the "real" leading brand in the market. The objective of this campaign was to establish their brand difference to their competitors. Everybody in Spain knows now what Idealista is and has higher brand appreciation since the campaign.

Execution
Everybody has been caught some time doing things they shouldn't in public. So... don't do it in the car. Get yourself a home through the lead real estate website Idealista.com. Right after the first airing the spot became very popular (for obvious reasons) on YouTube. Then, we created a way of sending people to the clients web site and FB/TW. The tv channels didn't allow us to broadcast the ad before 22.00hr and we used this in our favor. We created a 5second blurry version of the ad and aired it during day time with a super saying: "We are not allowed to air this spot before 22.00hrs. If you want to see it now go to Idealista.com". People were not able to wait to 22.00. With this action the campaign got double success: the spot itself, and the teaser campaign sending people to the client website.

Strategy
Idealista is the lead real estate website in Spain, although the market is very competitive and everybody claims to be the leader in some part of the business. We wanted to do a branding campaign to establish the distance of our client from the competition. Everybody says they are the leader, so saying this doesn't mean anything.The second objective was to go to young audience, who in Spain take long time to leave the parent house, offering them a cheap place to rent through the website.Therefore we needed to execute a noticeable campaign that voided the competition and reached the young audience that needed housing.The idea was unique, risky, noticeable and definitively successful.