QuintoAndar, the largest housing platform in Latin America, begins the year with a new marketing campaign featuring two Brazilian television icons known for their high standards: actress Susana Vieira and chef Érick Jacquin.
Under the concept “It’s easier to like when it’s from QuintoAndar,” the strategy positions the brand as the priority destination for those seeking a new home, with a quality and exclusive portfolio as the main competitive differentiator for both rentals and purchases.
The new campaign takes place during the so-called high season of the real estate market—a period characterized by an increase in property searches and a growth in the number of closed contracts.
To make the message tangible in a humorous way, Susana and Jacquin personify demanding clients and help translate the core pillar of the action: when the catalog excels in quality and meets distinct expectations, consumers find options that make sense within their preferences. This reduces excessive attempts and comparisons, making the journey of choosing a new home more fluid and pleasant.
“Bringing in two personalities known for their elevated criteria reinforces a central point of the campaign: what makes the search exciting is the excellence of the offer. When the portfolio is well-crafted and connected to real needs, deciding where to live stops being a complex task, even for the most demanding clients,” highlights Flávia Mussalem, Marketing Director at QuintoAndar.
“Ultimately, our role is to be the housing destination for those looking to rent or buy, ensuring a simple and transparent journey so our clients find the ideal place and can truly love where they live”.
The campaign aims to attract the AB+ audience in a scenario that requires assertiveness amid the high demand at the beginning of the year. Company data indicates:
- Property searches grow by more than 20% in the first quarter.
- This movement leads to an increase in closed contracts.
- The platform records 1 scheduled visit every 6 seconds.
Premiering on January 19 (during the break of TV Globo’s 9 PM soap opera), the campaign will unfold throughout the first quarter in a multi-platform strategy. This includes OOH, Spotify, Uber, TikTok, Meta, streaming services, Google, and YouTube, focusing on the metropolitan regions of São Paulo, Campinas, and Belo Horizonte.