To boost youth access to housing there are hundreds disperse subsidies and public grants. The Spanish Youth Council and the Housing Ministry created a web portal to gather all the previously dispersed information. The objective was to promote the web and generate traffic with a very limited budget.

We created, manufactured, launched and distributed the KELIFINDER SNEAKERS (keli= slang for house), true sneakers “specially designed to find a housing” around which the campaign revolved.

The sneakers became all in one message, media, product and incentive to register on the web.

The government changed the portal name after the sneakers. “kelifinder.com” As well as the sneakers we also had mailings, web, ambient, buzz marketing, TV commercial, radio spot and print; all to launch the promotion: a free pair of Keli Finder sneakers to the 10,000 first people who registered in the web.

• a spontaneous media presence -not paid for- worth €3.6M • Over 6,000,000 visits compelled to increase 5 times the servers capacity.• The 10,000 sneakers run out in 6 hours, thus we are now producing more.

It is not just a promotion: the Government launching “sneakers to find a housing” became the current NEWS OF THE DAY in Spain.

The day after, 12 private web pages were created by individuals to mock, support or criticize the campaign and for the first time, a communication campaign became leader feature in a debate in Parliament.