Hang Your Rent
DIA/MINIpreço
Issue 59 | June 2021
Agency
NOSSA Portugal
Creative Team
Creative Director Nuno Cardoso, Rafael "Clark" Pfaltzgraff Art Director Sávio Hatherly Copywriter André Afonso Photographer André Almeida
Production Team
Agency Producer André Mateus, Inês Menezes Co-ordination Cristiane Oliveira Editor Roman Keynucivh Programmer Hugo Marques Production Company MOSSA
Other Credits
Managing Partner Duarte Durão Account Executive Vânia Araújo Strategy Manuel Gravata Account Team Debora Carvalho, Daniella Cabaritti
Date
March 2021
Background
Because Lisbon became a popular destination for foreign tourists, the number of Airbnb apartments rocketed up by 400%.
As a result, rental costs rose 40% putting great pressure on residents, many of whom were forced to move out.
Minipreço, part of the Dia Group, was positioned as “Always by your side, with the best prices” and wanted to put its money where its tagline was.
Idea
Minipreço set out to help Lisbon residents meet their increased rents by paying them to advertise the brand.
The entire media budget was put into outdoor advertising made of laundry. Sheets, posters, towels, even nappies were displayed by families in need whose apartments faced onto the street.
Working with the Lisbon housing association APPA, ten different families a week were selected to hang out the promotions.
Results
The project generated more than 3.6 million impressions worth €450,000 in earned media.
It was featured in almost all the news outlets in Portugal with a two-minute piece on the prime-time news of Portugal's biggest channel, TVI, and made it to the cover of the fourth largest newspaper, Jornal I.
Our Thoughts
This is a simple idea. Do good by your customers and they will do good by you.
While some brands have embraced purpose with lofty ambitions to save the world, here’s marketing rooted in community. It’s a local brand looking after the interests of local people because, of course, it’s in their best interests too. It is an idea both about the business as well as driving it. What’s more, it has wit and charm and says a lot more about the brand than a leaflet drop would have done.