With an emotional approach, QuintoAndar, the largest housing platform in Latin America, presents a unique campaign aimed at reinforcing its position as the leading destination for buying and selling properties in the cities where it operates. The campaign connects with its audience through a topic that is common among most Brazilians: the search for their dream home.
Under the tagline “How long have you been postponing your dream?”, QuintoAndar provokes a reflection on prioritizing important life goals, such as housing. It serves as an invitation for people to break the inertia of endless postponement and live the unique experience of residing in their ideal home.
Conceived entirely by QuintoAndar’s in-house Creative team, the campaign’s strategy is to build top-of-mind awareness, ensuring that QuintoAndar is the first name that comes to a consumer’s mind when they decide to buy a home.
“We believe that purchasing a home is one of the biggest milestones in Brazilians’ lives. Therefore, our campaign inspires people to take the next step. When they feel ready for this important decision, we want QuintoAndar to be the first and best place where they will find their ideal home. It is with this vision that we work every day to make the buying and selling journey easy, safe, and bureaucracy-free, which allows us to celebrate over 2,000 contracts closed monthly — clear proof that we are offering a solution that fully meets market expectations,” explains Flávia Mussalem, Marketing Director at QuintoAndar.
The new campaign premiered on primetime TV Globo on July 10th, as well as on pay TV, streaming, and OOH (Out-of-Home) channels. On the company’s social media channels, journalist and influencer Mari Palma presents “QuintoAndar te ajuda” (QuintoAndar helps you), a 10-episode series that addresses the biggest pain points of those looking to buy a property, with the support of QuintoAndar-associated brokers and real clients.
The dream home in the eyes of Brazilians
According to the QuintoAndar Housing Census, the largest survey ever conducted on living in Brazil, developed in partnership with Datafolha, 80% of Brazilians state that owning a home remains one of their main life goals, even among the younger generation. The survey also showed that Brazilians value owning their own property more than having financial stability or following a religion, highlighting the symbolic and cultural weight of this objective.
