Bringing up the idea of a possible tax-friendly loan with your parents is difficult and needs good arguments, emotion and conviction. A speech worthy of a world leader. We believe first-time buyers deserve help from the best, so we called in the help of an extraordinary writer. A writer that got the whole world listening and brought one person’s dream to life with a single speech. Clarence B. Jones, the writer of the best-known speech of all time: Dr Martin Luther King’s “I have a dream” speech. A teaching professor at Stanford University, Dr Jones may be 85, but, to put it in his own words: “he can still rock his keyboard.”

Speech Service is an online tool that brings the normally inaccessible art and skills of a real speech-writer to every first-time homebuyer. In a video-based user interface, Clarence B. Jones helps buyers personalize their speech and turn it into an emotional story. A push in the right direction and the best possible way of convincing parents of the importance of having your own first home.

Our campaign managed to reach most people in the Netherlands during the orientation phase of buying their first house. But it didn’t stop there. Our idea got us a lot more than the targeted attention we aimed for. The eye-catching way in which we did it created positive sentiment, and through news and regional media, the campaign reached an enormous amount of people via earned media, with a total free publicity value of more than 1 million euro.