Practica
Рекламное агентство
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Avito Real Estate

Communication

Strategy

The Russian rental market is focused mainly on regional centers and is aimed at long-term necessity. The apartment daily rent is considered to have a negative undertone existed in the 90s by the majority of Russian population. However the tendency of renting cottages for holidays or apartments while travelling exists alongside and is getting more and more popular, mostly because of lifestyle titles and self-organized travelling trends that have gained traction with the introduction of such brands as Airbnb.

However these trends exist separately from the Russian realities. Even travellers used to renting apartments abroad choose hotels for domestic tourism.


The campaign identity is represented by the use of alternative endings. This move gives us the possibility of addressing to both terminal users (customers) and owners (vendors) which means the communication series is the same for both target audiences.


Communication

In 2016 the communication for Avito Real Estate vertical brings to consumer’s notice the alternative opportunities for choosing a place to stay during domestic tourism. The federal campaign was launched in spring. We chose 2 quite typical and most common behaving patterns: 1) renting a house for May holidays / summer weekend; 2) searching for a home for family holiday for the whole summer.

The campaign identity is represented by the use of alternative endings. This move gives us the possibility of addressing to both terminal users (customers) and owners (vendors) which means the communication series is the same for both target audiences.


 
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