CASE STUDY

Extending Huspy's brand recognition in Madrid with DOOH and the 'Lo Inimaginable' campaign.

 

Client: Huspy   |    OVERVIEW    |    CHALLENGE    |    SOLUTION   |  RESULTS 

Huspy portada

Overview

Consolidating Huspy's presence in Madrid

 

Huspy, a Dubai-based proptech with remarkable growth in Spain, especially in the Madrid community, operates as a home ownership marketplace and property financing technology platform. 

Despite its innovative approach and unique value proposition, Huspy faced the challenge of increasing brand recognition in the highly competitive and saturated Madrid community. While the company had already gained traction and generated interest among some segments of the population, there was a clear need to expand its presence and reach a wider audience. 

In order to consolidate its position in the Spanish market and establish itself as a leading real estate option, Huspy set out to implement an effective marketing strategy that would increase its Brand Awareness and improve its visibility among Madrid residents.

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Challenge

Overcoming the lack of brand recognition in a saturated marketplace

 

The challenge for Huspy, an emerging startup in the Spanish market, was to consolidate its brand image and generate brand awareness to reach a wide range of users in the most prominent areas of Madrid. Despite having a strong value proposition and innovative technology, the lack of brand recognition was an obstacle to its growth and expansion in such a competitive market. 

Moreover, as a relative newcomer to the Spanish market, Huspy needed to quickly establish itself as a reliable and attractive option for potential customers. Realizing the importance of brand recognition in a saturated market, the Huspy team set out to find an effective solution that would not only increase brand visibility, but also generate a lasting impact in the minds of their target audience. 

The implementation of a Digital Out of Home (DOOH) campaign presented itself as a promising strategy to address this challenge and achieve the company's stated objectives.

CS Huspy 1

 

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Solution

DOOH strategy focused on key locations and precise segmentation

Working in partnership with Adsmurai, Huspy devised a strategic solution to address its Brand Awareness challenge. The choice of a Digital Out of Home (DOOH) campaign was based on its ability to reach a broad and diverse audience in key locations in Madrid. To ensure the campaign's maximum effectiveness, 114 screens were carefully selected across 98 different locations, covering a variety of outdoor environments, metro stations and bus stops. This meticulous selection allowed the campaign to reach different segments of the population, maximizing its reach and impact. In addition, Huspy and Adsmurai worked in collaboration with Displayce and two additional publishers, JCDecaux and Clear Channel, to increase the granularity of the campaign and ensure optimal coverage. This strategic collaboration allowed Huspy to reach an even wider and more diverse audience, ensuring that its message reached the places where its target audience spent time.

The campaign strategy was precisely designed to maximize its effectiveness. Detailed geographic segmentation was implemented, focusing on areas such as the exclusive Salamanca neighborhood, as well as the affluent residential areas of Pozuelo de Alarcón and Las Rozas de Madrid. These locations were strategically selected to align the campaign with Huspy's target audience, people with high purchasing power and an interest in the real estate market. In addition, a segmentation by time slot was established, from 8:00 am to 9:00 pm, to ensure that the campaign would impact passersby and public transport users during peak times. This strategy allowed Huspy to maximize the effectiveness of its message, ensuring that it reached the right audience at the right time.

Results

Significant increase in Brand Awareness in Madrid

The results obtained were highly satisfactory and validated the effectiveness of the strategy implemented by Huspy and Adsmurai. The DOOH campaign managed to reach an impressive total of 1,902,444 impressions in 98 different locations, using 114 screens in total. 

This broad exposure allowed Huspy to significantly increase its visibility in the Madrid community, strengthening its position in the market and generating greater interest among its target audience. In addition, the campaign was able to capture the attention of the audience at key times of the day, thanks to the time slot segmentation, which further contributed to its effectiveness. 

The results demonstrated not only the massive reach of the campaign, but also its ability to reach the right audiences in the right places, consolidating Huspy's success in its quest to increase Brand Awareness and establish itself as a leading real estate option in Madrid.

Collaborating with a team that designs a plan according to your objectives and your budget and that continuously seeks to improve the efficiency of the investment is key for startups like Huspy, which is starting to invest in branding and is in a continuous test and learn phase. Thanks to this campaign we have seen a x2 increase in our organic traffic, which is a key indicator in the success of an outdoor campaign, specially designed for our target.
Marta Sánchez
Head of Marketing at Huspy

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