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

• Over 6,000,000 visits. 1200% above targets. Nearly 35% of Spaniards with internet access visited the website during the first few days. • The Government launching “sneakers to find a house” made the headlines instantly, reaching a spontaneous media presence worth 3.6 million euros• The 10,000 sneakers went in 6 hours so we are producing more.• The day after, 12 private web pages were created to mock, support or criticise the campaign.• For the first time, a communication campaign became the leading topic for debate in Parliament.

We created, manufactured and distributed the KELIFINDER SNEAKERS (keli= slang for house).

The whole campaign revolved around these true sneakers “specially designed to find housing”, supported by mailings, web, ambient, buzz marketing, TV commercials, radio spots and press placements.The sneakers became message, media, and product all in one. The Government changed the website address to match them: “kelifinder.com”.

Lucia Angulo, Estefania Gil, Itxaro Vicu