Research revealed two main stress factors related to buying property:

(1) is it a good investment, considering the evolution of the neighbourhood?

(2) will I like living in this area?

82% of Belgians consider the neighbourhood as a very important factor in the buying decision. 25% even believe it’s more important than the house itself. 64% think it would be a good idea to test an area before actually buying a property.

This is exactly what “Sleep On It” offered. Through a partnership with AirBnB, CBC invited people with buying intentions to test the neighbourhood and thus make well-informed decisions. The objective was threefold:

1. Test the neighbourhood

2. Test the type of home (e.g. loft, farm house, apartment)

3. Getting to know the surrounding amenities (schools, day-care, public transport, shops, etc.) to make sure the area is evolving in a favorable direction.

On April 15, we held a press conference concerning a real estate survey. As a conclusion, we revealed our solution: the campaign ‘sleep on it’. This created a lot of free publicity.

It was followed by 2 waves of radio and bannering. A week later, prospects were targeted on social media. These ads were the greatest conversion driver to our platform.

During the 7 weeks of the campaign, we constantly adjusted our social media buying to obtain the best results.

The results were in line with the 3 objectives:

1.Give CBC a younger, more modern and more open image:32% of respondents said their perception of CBC changed for the better. It scored substantially higher than previous campaigns on the following dimensions: more relevant, more surprising, less annoying, more useful, more modern and more accessible. The campaign triggered a lot of talk value in the Belgian media, worth EUR 267.500. Twice what we actually spend on media.

2.To be reconsidered as a bank for mortgage loans:Almost 50% appreciated the link between CBC and AirBnB. Nearly 50% said the action increased their confidence level towards the bank. 24% confirmed they would talk about the offer and CBC to friends. 19% stated they would visit the CBC website after seeing the campaign.

3. To attract more people for a mortgage interview.

CBC had more demands for mortgage interviews compared to the same period the year before