April 03, 2023
TV
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A case study by Friday and Domclick: How to integrate a real estate service into a show and raise brand awareness
The Gazprom-Media Sales House and the SberMarketing agency implemented a sponsorship campaign for the Domclick service in the “Four Dachas” show on the Friday TV channel. This case explains how to influence the emotional characteristics of a brand and improve awareness.
Tasks
- Explain the possibilities of Domclick: a full-cycle real estate service for buying, selling, and renting real estate.
- Explain the search for rural real estate (land plots, houses, dachas, and cottages).
- Explain Domclick’s electronic services and the ability to apply to Sberbank for mortgages.
- Demonstrate the service’s user-friendliness and convenience.
Idea
In the show “Four Dachas”, cottagers across Russia compete for the title of best dacha in the region and contend for a cash prize. In each episode, four participants evaluate each other’s houses and gardens according to different parameters. The theme of the program is very relevant for the integration of the real estate service. The TV project’s audience also coincides with the portrait of users of the Domclick brand: men and women aged 25–44 years old with medium to high incomes who are interested in rural real estate.
Solution
The Domclick real estate service was integrated into ten episodes of the “Four Dachas” show on the Friday TV channel. All sponsorship integrations were implemented in the overall style of the show, which perfectly conveyed the atmosphere of relaxation at the dacha in harmony with nature. This contributed to the favorable perception of the advertising content by viewers.
The integrations of the service were presented in several formats. The creative content with the host, Vadim Abramov, included engaging introductions natively switching from the plot of the show to the sponsorship blocks. The advertising integrations were based on various advantages of the product and showed viewers the full range of the service’s capabilities. Among other things, it was noted that Domclick is the number one real estate service in Russia in terms of the number of offers of apartments for sale (according to a study by Expert Business Solutions LLC for the 01/11/2021—31/12/2021 period).
Results
The effectiveness of the sponsorship of the Domclick advertising campaign was evaluated jointly with Tiburon Research*. The results confirmed that the integration with the “Four Dachas” show significantly improved both spontaneous and prompted knowledge of the service. The overall loyalty of the audience to the product has also increased.
- Spontaneous knowledge of the Domclick service among viewers of “Four Dachas” is 6% higher than among viewers who have not watched the show.
- Prompted knowledge of the Domclick service among viewers of “Four Dachas” is 19% higher than among viewers who have not watched the show.
- The sponsorship on “Four Dachas” positively influenced the evaluation of product images and the perception of the emotional characteristics of the Domclick service among show viewers.
- More than half of respondents who watched the show would like to use the Domclick service in the future.
In-depth knowledge of the needs and interests of the channel’s audience, accumulated expertise, and a strong creative team have allowed us to attain a high level of efficiency from the premiere season. We appreciate the confidence of brands and their willingness work out interesting solutions for integration into new channel projects together with the production team. This provided our partners with a series of undeniable advantages: the opportunity to think through the storyline with the brand at the script writing stage, special conditions for participation, and the opportunity to “close” the category from the very start and to take a firm place in the audience’s hearts.
Domclick is a relatively new real estate service. The company was founded in 2015. Initially, Domclick developed as a mortgage service of Sberbank. It is known in the market mostly as such. At the same time, Domclick is now one of the main real estate services in Russia, where users can find apartments, houses, and land plots. We intentionally looked for a show to familiarize the audience with the details of the possibilities of searching for rural real estate, buying land plots or country houses on mortgages, and with the service in general. The integration into “Four Dachas” proved its effectiveness in meeting the brand’s needs, and we have decided to continue our cooperation next season.
Sponsorship advertising is an effective marketing tool that allows the creation of a rational and emotional connection between the audience and the brand. The interesting integrations in the relevant “Four Dachas” show offered a good chance to explain the advantages of the Domclick service, draw the audience’s interest, and increase its willingness to use the service in the future. The study performed proves that the sponsorship has had a positive effect on both brand knowledge and its image characteristics, and therefore, we plan to implement even more interesting integrations into television shows with our partners.
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