Areizaga Beach for sale, by words.
The world's largest real estate classified ad.
The most expensive real estate market in Spain. The real estate agency with the largest market share. A brand that wants to renew its positioning and grow its share by investing in brand, leveraging its position and reinforcing its leadership. Changing the concept: from selling ultra-luxury apartments, to opening the doors to a very valuable lifestyle. In a cinematic city, with the best urban beach in Europe on its doorstep. From price, to value. From square meters to a round city.
We don’t sell houses. It’s something else. If what we do is different, then to earn credibility we need to tell it in a different way. As part of the full strategy (see the Areizaga Repositioning case), we created a visual and narrative platform: 60 years selling square meters in a round city. And as part of a 360º campaign, we decided to create an activation that would generate WOM and earned media to launch the new positioning.
If our brand is different. If what we do is create value. And if most real estate agencies place a classified ad in the newspaper and say how far away the beach is. Why not place the classified ad on the beach, and say how far away the apartment is?
An action in the middle of the San Sebastián International Film Festival, with results straight out of a movie. An ad written with a stick on the sand of the beach. One that led thousands of people and dozens of media outlets to write on their Instagram walls.
“A spectacular street marketing action that shifted the public's interest from watching the great stars of national and international cinema parade by, to witnessing what was happening on the famous La Concha beach.”
