本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
点击的房子
案例简介：战略 我们的策略是创造一个强大的通信符号，用 Hemnet 的数据来戏剧化潜力。我们希望找到一个简单而直观的想法，引发关于房地产开发和建筑大数据机会的辩论。这将为 Hemnet 创造一个独特的思想领袖位置，并提高对 Hemnet 数据的认识和需求，以产生新的商业机会。三个成功因素: 1) 背景: 利用当前关于大数据的讨论，瑞典被视为建筑和设计的先驱。提出了一个问题，即大数据是否可以成为明天之家的基础。2) 目标: 科技、政治、建筑和设计领域的编辑和关键意见领袖的个人目标。3) 议程: 在当前关于大数据、众包和建筑师在未来房地产开发中的角色的辩论中发挥积极作用。 结果 产出/意识: 总共有 207 篇文章在传统媒体上提到了众议院 (100% 是积极的或中立的), 总覆盖范围为 2.18亿，pr值为 2120万，包括所有细分市场的精英媒体覆盖范围。知识/考虑: 10 071 次社会提及，总社会影响为 1800万。99% 有积极的情绪。行动/业务影响: 来自 460 个不同国家的 187 多名独特访客访问了点击之家网站，在发布后的几周内，来自世界各地的 648 人报名购买了点击之家上市。Almedalen 的圆桌讨论基于 Hemnet 的数据，为房地产开发咨询公司的所有参与者提供了强有力的商业线索。因此，除了加强市场领导地位，我们还创造了新的商业机会 -- 基于我们拥有的数据 -- 这使我们处于房地产开发的前沿。 活动描述 每周，5分之1 的瑞典人都会访问瑞典最大的房地产门户网站 Hemnet。但是在一个商业中断的世界里，你不能停止发展。因此，为了加强 Hemnet 的领先市场地位，我们开始展示 Hemnet 不仅是房地产门户的先驱，也是房地产发展的未来。我们通过把 1 和 0 变成砖块和灰泥来做到这一点。一个数据科学家小组分析了 2亿次以上的 Hemnet 点击，挖掘出瑞典人在未来的家庭中梦想的基础。然后，我们将数据提供给两位建筑师，并创建了点击之家 -- 一个 1,5 层的住宅，设有红色木质立面和私人屋顶露台。它与 200万多名瑞典人共同创建，将大数据变成了一个真正的大想法。 执行 从点击到建筑的旅程始于对瑞典最受欢迎的房地产门户网站 Hemnet 的大量数据的收集和分析。第一步是分析 1月至 2014年10月期间列出的房产的价格、面积、房间和楼层数据。随着洞察力的掌握，建筑师 Tham & videg å rd 通过历史镜头解释数据; 考虑当地的材料、工艺和建筑传统。其结果是一个超过 115 层的 1.5 平方英尺的房子，结合了传统的瑞典 “法鲁红色” 小屋和一个功能齐全的盒子。除了分析点击，室内图像还进行了深入的分析，为建筑师提供了对室内偏好的见解。点击的房子不仅仅是一个停留在画板上的想法; 房子将被建造。通过与标准化房屋建筑商的合作，房子将在不久的将来出售 概要 Hemnet 是瑞典最受欢迎的房地产门户。每周有超过 200万人，相当于瑞典人口的 20%，去 Hemnet 购买、出售或梦想一个新家。但是在一个商业中断的世界里，市场领导地位不再是一个安全的地方。随着来自现有竞争对手和新的破坏性玩家的压力增加，Hemnet 的领先地位受到了威胁。但就 Hemnet 而言，大等于大数据。提供关于瑞典人住房梦想和新商业机会的独特知识的数据。 概要 Hemnet 是瑞典最受欢迎的房地产门户。每周有超过 200万人，相当于瑞典人口的 20%，去 Hemnet 购买、出售或梦想一个新家。但是在一个商业中断的世界里，市场领导地位不再是一个安全的地方。随着来自现有竞争对手和新的破坏性玩家的压力增加，Hemnet 的领先地位受到了威胁。但就 Hemnet 而言，大等于大数据。提供关于瑞典人住房梦想和新商业机会的独特知识的数据。 活动描述 每周，5分之1 的瑞典人都会访问瑞典最大的房地产门户网站 Hemnet。但是在一个商业中断的世界里，市场领导地位不再是一个安全的地方。因此，为了加强 Hemnet 的领先市场地位，我们这是为了表明 Hemnet 不仅是房地产门户的先驱，也是房地产发展的未来。我们这样做是通过将 1 和 0 变成砖块和灰泥。一个数据科学家小组分析了 2亿次以上的 Hemnet 点击，挖掘出瑞典人在未来的家庭中梦想的基础。然后，我们将数据提供给两位建筑师，并创建了点击之家 -- 一个 1,5 层的住宅，设有红色木质立面和私人屋顶露台。它与 200万多名瑞典人共同创建，将大数据变成了一个真正的大想法。 执行 与两名欧洲最重要的建筑师一起，我们将 2亿次点击 Hemnet 变成了瑞典最受欢迎的家。游客可以体验并注册在线购买房子。我们采用了涓滴媒体战略，针对相关领域的精英媒体，让我们的概念过滤下来。优先考虑媒体与高社交媒体整合，以引发讨论。该发布计划于 2015年5月7日执行，同时进行社交媒体监测，并参与针对关键意见领袖的讨论。首次发布后，我们开始了室内设计竞赛，以激发消费者和主要生活方式博客作者的参与。我们还把点击之家变成了瑞典最重要的年度政治活动 -- 阿尔梅达伦的热门话题。我们获得了重要的演讲机会，并与领先的房地产开发公司、金融投资基金和瑞典议会代表的高层管理人员组织了一次圆桌讨论。 结果 产出/意识: 总共有 207 篇文章在传统媒体上提到了众议院 (100% 是积极的或中立的), 总覆盖范围为 2.18亿，pr值为 2120万，包括所有细分市场的精英媒体覆盖范围。知识/考虑: 10 071 次社会提及，总社会影响为 1800万。99% 有积极的情绪。行动/业务影响: 来自 460 个不同国家的 187 多名独特访客访问了点击之家网站，在发布后的几周内，来自世界各地的 648 人报名购买了点击之家上市。Almedalen 的圆桌讨论基于 Hemnet 的数据，为房地产开发咨询公司的所有参与者提供了强有力的商业线索。因此，除了加强市场领导地位，我们还创造了新的商业机会 -- 基于我们拥有的数据 -- 这使我们处于房地产开发的前沿。 相关性 点击之家很快成为媒体的热门话题，并引发了建筑师、房地产开发商、政治家和游戏设计师之间的全球辩论。提出了一个问题，即大数据是否可以成为未来的基础。我们还创造了一个全新的市场，基于我们拥有的数据。到目前为止，已有 648 人报名购买这所房子，总价值 200 美元。 战略 用 Hemnet 的数据创造一个强大的沟通符号，展示潜力。找到一个简单而直观的想法，引发关于房地产开发和建筑大数据机会的辩论。这将为 Hemnet 创造一个独特的思想领袖位置，并提高对 Hemnet 数据的认识和需求，以产生新的商业机会。三个成功因素: 1) 背景: 利用当前关于大数据的讨论，瑞典被视为建筑和设计的先驱。提出了一个问题，即大数据是否可以成为明天之家的基础。2) 目标: 科技、政治、建筑和设计领域的编辑和关键意见领袖的个人目标。3) 议程: 在当前关于大数据、众包和建筑师在未来房地产开发中的角色的辩论中发挥积极作用。 概要 Hemnet 是瑞典最受欢迎的房地产门户。每周有超过 200万人，相当于瑞典人口的 20%，去 Hemnet 购买、出售或梦想一个新家。但是在一个商业中断的世界里，市场领导地位不再是一个安全的地方。随着来自现有竞争对手和新的破坏性玩家的压力增加，Hemnet 的领先地位受到了威胁。但就 Hemnet 而言，大等于大数据。提供关于瑞典人住房梦想和新商业机会的独特知识的数据。 结果 产出/意识: 总共有 207 篇文章在传统媒体上提到了众议院 (100% 是积极的或中立的), 总覆盖范围为 2.18亿，pr值为 2120万，包括所有细分市场的精英媒体覆盖范围。知识/考虑: 10 071 次社会提及，总社会影响为 1800万。99% 有积极的情绪。行动/业务影响: 来自 460 个不同国家的 187 多名独特访客访问了点击之家网站，在发布后的几周内，来自世界各地的 648 人报名购买了点击之家上市。圆桌圆盘根据 Hemnet 的数据，Almedalen 的 ussion 为房地产开发咨询公司的所有参与者创造了强大的业务领先优势。因此，除了加强市场领导地位，我们还创造了新的商业机会 -- 基于我们拥有的数据 -- 这使我们处于房地产开发的前沿。 执行 与两名欧洲最重要的建筑师一起，我们将 2亿次点击 Hemnet 变成了瑞典最受欢迎的家。游客可以体验并注册在线购买房子。我们采用了涓滴媒体战略，针对相关领域的精英媒体，让我们的概念过滤下来。优先考虑媒体与高社交媒体整合，以引发讨论。该发布计划于 2015年5月7日执行，同时进行社交媒体监测，并参与针对关键意见领袖的讨论。首次发布后，我们开始了室内设计竞赛，以激发消费者和主要生活方式博客作者的参与。我们还把点击之家变成了瑞典最重要的年度政治活动 -- 阿尔梅达伦的热门话题。我们获得了重要的演讲机会，并与领先的房地产开发公司、金融投资基金和瑞典议会代表的高层管理人员组织了一次圆桌讨论。 相关性 点击之家很快成为媒体的热门话题，并引发了建筑师、房地产开发商、政治家和游戏设计师之间的全球辩论。提出了一个问题，即大数据是否可以成为未来的基础。我们还创造了一个全新的市场，基于我们拥有的数据。到目前为止，已有 648 人报名购买这所房子，总价值 200 美元。 战略 用 Hemnet 的数据创造一个强大的沟通符号，展示潜力。找到一个简单而直观的想法，引发关于房地产开发和建筑大数据机会的辩论。这将为 Hemnet 创造一个独特的思想领袖位置，并提高对 Hemnet 数据的认识和需求，以产生新的商业机会。三个成功因素: 1) 背景: 利用当前关于大数据的讨论，瑞典被视为建筑和设计的先驱。提出了一个问题，即大数据是否可以成为明天之家的基础。2) 目标: 科技、政治、建筑和设计领域的编辑和关键意见领袖的个人目标。3) 议程: 在当前关于大数据、众包和建筑师在未来房地产开发中的角色的辩论中发挥积极作用。 活动描述 每周，5分之1 的瑞典人都会访问瑞典最大的房地产门户网站 Hemnet。但是在一个商业中断的世界里，市场领导地位不再是一个安全的地方。因此，为了加强 Hemnet 的领先市场地位，我们开始展示 Hemnet 不仅是房地产门户的先驱，也是房地产发展的未来。我们通过把 1 和 0 变成砖块和灰泥来做到这一点。一个数据科学家小组分析了 2亿次以上的 Hemnet 点击，挖掘出瑞典人在未来的家庭中梦想的基础。然后，我们将数据提供给两位建筑师，并创建了点击之家 -- 一个 1,5 层的住宅，设有红色木质立面和私人屋顶露台。它与 200万多名瑞典人共同创建，将大数据变成了一个真正的大想法。
点击的房子
案例简介：Strategy Our strategy was to create a strong communications symbol that dramatizes the potential with Hemnet’s data. We wanted to find an easy and visual idea that would spark debate on the opportunities with Big Data for property development and architecture. This would create a unique thought leader position for Hemnet and awareness and demand for Hemnet’s data to generate new business opportunities.Three success factors: 1) Context: Tapping into current discussion about big data and Sweden being seen as a pioneer when it comes to architecture and design. Raising the question if big data can be the foundation for the home of tomorrow.2) Targeting: Individual targeting of editors and key opinion leaders within tech, politics, architecture and design. 3) Agenda: Taking an active role in current debate about big data, crowdsourcing and the architect’s role in future property development. Outcome Output/Awareness: In total, 207 articles mentioned the house in traditional media (100% were positive or neutral), with a total reach of 218 million and a PR-value of 21.2 million including coverage in elite medias for all segments. Knowledge/Consideration: 10 071 social mentions with a total social reach of 18 million. 99% had a positive sentiment. Action/Business Impact: More than 460 000 unique visitors from 187 different countries visited the House of Clicks website and within weeks from the launch 648 people from around the world signed up to buy the house for when it hits the market. The round table discussion in Almedalen generated strong business leads from all participants for consultancy in property development based on Hemnet’s data. So, in addition to reinforcing market leadership, we created new business opportunities - based on data only we possess - and that puts us in the forefront of property development. Campaign Description Each week, one fifth of all Swedes visit Hemnet, Sweden's biggest property portal. But in a world of business disruption, you can’t stop evolving. So, to strengthen Hemnet’s leading market position, we set out to show that Hemnet is not only a pioneer of property portals — but also the future of property development. And we did so by turning ones and zeros into bricks and mortar. A team of data scientists analyzed over 200 million clicks on Hemnet, unearthing the foundation of what Swedes dream about in a future home. We then gave the data to two architects and created the House of Clicks - a 1,5 storey home featuring a red wooden facade and a private roof-top terrace. Co-created with over 2 million Swedes, it turned big data into a truly big idea. Execution The journey from click to architecture began with the collection and analysis of volumes of data on Sweden’s most popular property portal, Hemnet. The first step was to analyse price, area, room and floor data of the properties listed between January and October 2014. With insights in hand, architects Tham & Videgård, interpreted the data through a historical lens; considering local materials, craftsmanship and building tradition. The result is a 1 115 square foot home over 1.5 storeys that combines the traditional Swedish ‘Falu red’ cottage and a functionalist box home. In addition to analysing clicks, interior imagery was subjected to an in-depth analysis to provide the architects with insights into interior preferences. The House of Clicks is not just an idea stuck on the drawing board; the house will be built. Through a partnership with a standardized house builder, the house will become available for sale in the near Synopsis Hemnet is Sweden’s most popular property portal. Each week more than 2 million people, equal to 20 % of Sweden’s population, visit Hemnet to buy, sell or dream about a new home. But in a world of business disruption, market leadership is no longer a safe place. As increased pressure from existing competitors and new disruptive players had become the reality within the category – Hemnet’s leading position was threatened. But in the case of Hemnet, being big equals big data. Data that provides unique knowledge about Swedes’ housing dreams and new business opportunities. Synopsis Hemnet is Sweden’s most popular property portal. Each week more than 2 million people, equal to 20 % of Sweden’s population, visit Hemnet to buy, sell or dream about a new home. But in a world of business disruption, market leadership is no longer a safe place. As increased pressure from existing competitors and new disruptive players had become the reality within the category – Hemnet’s leading position was threatened. But in the case of Hemnet, being big equals big data. Data that provides unique knowledge about Swedes’ housing dreams and new business opportunities. Campaign Description Each week, one fifth of all Swedes visit Hemnet, Sweden's biggest property portal. But in a world of business disruption, market leadership is no longer a safe place. So, to strengthen Hemnet’s leading market position, we set out to show that Hemnet is not only a pioneer of property portals — but also the future of property development.And we did so by turning ones and zeros into bricks and mortar. A team of data scientists analyzed over 200 million clicks on Hemnet, unearthing the foundation of what Swedes dream about in a future home. We then gave the data to two architects and created the House of Clicks - a 1,5 storey home featuring a red wooden facade and a private roof-top terrace. Co-created with over 2 million Swedes it turned big data into a truly big idea. Execution With two of Europe’s foremost architects, we transformed 200 million clicks on Hemnet into Sweden’s most sought after home. Visitors could experience and sign up to buy the house online. We employed a trickle down media strategy targeting elite media in relevant segments, allowing our concept to filter down. Prioritizing media with high social media integration to spark discussion. This launch plan was executed on May 7, 2015, parallel with social media monitoring and involvement in discussion targeting key opinion leaders. After the initial launch we started an interior design competition to spark engagement amongst consumers and key lifestyle bloggers. We also turned the House of Clicks into a hot topic in Almedalen, Sweden’s most important yearly political event. We secured key speaking opportunities and organized a round table discussion with high level executives at the leading property development companies, financial investment funds and representatives from the Swedish parliament. Outcome Output/Awareness: In total, 207 articles mentioned the house in traditional media (100% were positive or neutral), with a total reach of 218 million and a PR-value of 21.2 million including coverage in elite medias for all segments. Knowledge/Consideration: 10 071 social mentions with a total social reach of 18 million. 99% had a positive sentiment. Action/Business Impact: More than 460 000 unique visitors from 187 different countries visited the House of Clicks website and within weeks from the launch 648 people from around the world signed up to buy the house for when it hits the market. The round table discussion in Almedalen generated strong business leads from all participants for consultancy in property development based on Hemnet’s data. So, in addition to reinforcing market leadership, we created new business opportunities - based on data only we possess - and that puts us in the forefront of property development. Relevancy The House of Clicks quickly became a hot topic in media and sparked a global debate amongst architects, property developers, politicians and game designers. Raising the question if big data could be the foundation for the home of tomorrow. We also created a whole new market, based on data only we posses. So far, 648 people have signed up to buy the house, at a total value of $ 200M. Strategy Creating a strong communications symbol that dramatizes the potential with Hemnet’s data. To find an easy and visual idea that would spark debate on the opportunities with Big Data for property development and architecture. This would create a unique thought leader position for Hemnet and awareness and demand for Hemnet’s data to generate new business opportunities.Three success factors: 1) Context: Tapping into current discussion about big data and Sweden being seen as a pioneer when it comes to architecture and design. Raising the question if big data can be the foundation for the home of tomorrow.2) Targeting: Individual targeting of editors and key opinion leaders within tech, politics, architecture and design. 3) Agenda: Taking an active role in current debate about big data, crowdsourcing and the architect’s role in future property development. Synopsis Hemnet is Sweden’s most popular property portal. Each week more than 2 million people, equal to 20 % of Sweden’s population, visit Hemnet to buy, sell or dream about a new home. But in a world of business disruption, market leadership is no longer a safe place. As increased pressure from existing competitors and new disruptive players had become the reality within the category – Hemnet’s leading position was threatened. But in the case of Hemnet, being big equals big data. Data that provides unique knowledge about Swedes’ housing dreams and new business opportunities. Outcome Output/Awareness: In total, 207 articles mentioned the house in traditional media (100% were positive or neutral), with a total reach of 218 million and a PR-value of 21.2 million including coverage in elite medias for all segments. Knowledge/Consideration: 10 071 social mentions with a total social reach of 18 million. 99% had a positive sentiment. Action/Business Impact: More than 460 000 unique visitors from 187 different countries visited the House of Clicks website and within weeks from the launch 648 people from around the world signed up to buy the house for when it hits the market. The round table discussion in Almedalen generated strong business leads from all participants for consultancy in property development based on Hemnet’s data. So, in addition to reinforcing market leadership, we created new business opportunities - based on data only we possess - and that puts us in the forefront of property development. Execution With two of Europe’s foremost architects, we transformed 200 million clicks on Hemnet into Sweden’s most sought after home. Visitors could experience and sign up to buy the house online. We employed a trickle down media strategy targeting elite media in relevant segments, allowing our concept to filter down. Prioritizing media with high social media integration to spark discussion. This launch plan was executed on May 7, 2015, parallel with social media monitoring and involvement in discussion targeting key opinion leaders. After the initial launch we started an interior design competition to spark engagement amongst consumers and key lifestyle bloggers. We also turned the House of Clicks into a hot topic in Almedalen, Sweden’s most important yearly political event. We secured key speaking opportunities and organized a round table discussion with high level executives at the leading property development companies, financial investment funds and representatives from the Swedish parliament. Relevancy The House of Clicks quickly became a hot topic in media and sparked a global debate amongst architects, property developers, politicians and game designers. Raising the question if big data could be the foundation for the home of tomorrow. We also created a whole new market, based on data only we posses. So far, 648 people have signed up to buy the house, at a total value of $ 200M. Strategy Creating a strong communications symbol that dramatizes the potential with Hemnet’s data. To find an easy and visual idea that would spark debate on the opportunities with Big Data for property development and architecture. This would create a unique thought leader position for Hemnet and awareness and demand for Hemnet’s data to generate new business opportunities.Three success factors: 1) Context: Tapping into current discussion about big data and Sweden being seen as a pioneer when it comes to architecture and design. Raising the question if big data can be the foundation for the home of tomorrow.2) Targeting: Individual targeting of editors and key opinion leaders within tech, politics, architecture and design. 3) Agenda: Taking an active role in current debate about big data, crowdsourcing and the architect’s role in future property development. Campaign Description Each week, one fifth of all Swedes visit Hemnet, Sweden's biggest property portal. But in a world of business disruption, market leadership is no longer a safe place. So, to strengthen Hemnet’s leading market position, we set out to show that Hemnet is not only a pioneer of property portals — but also the future of property development.And we did so by turning ones and zeros into bricks and mortar. A team of data scientists analyzed over 200 million clicks on Hemnet, unearthing the foundation of what Swedes dream about in a future home. We then gave the data to two architects and created the House of Clicks - a 1,5 storey home featuring a red wooden facade and a private roof-top terrace. Co-created with over 2 million Swedes it turned big data into a truly big idea.
The House Of Clicks
案例简介：战略 我们的策略是创造一个强大的通信符号，用 Hemnet 的数据来戏剧化潜力。我们希望找到一个简单而直观的想法，引发关于房地产开发和建筑大数据机会的辩论。这将为 Hemnet 创造一个独特的思想领袖位置，并提高对 Hemnet 数据的认识和需求，以产生新的商业机会。三个成功因素: 1) 背景: 利用当前关于大数据的讨论，瑞典被视为建筑和设计的先驱。提出了一个问题，即大数据是否可以成为明天之家的基础。2) 目标: 科技、政治、建筑和设计领域的编辑和关键意见领袖的个人目标。3) 议程: 在当前关于大数据、众包和建筑师在未来房地产开发中的角色的辩论中发挥积极作用。 结果 产出/意识: 总共有 207 篇文章在传统媒体上提到了众议院 (100% 是积极的或中立的), 总覆盖范围为 2.18亿，pr值为 2120万，包括所有细分市场的精英媒体覆盖范围。知识/考虑: 10 071 次社会提及，总社会影响为 1800万。99% 有积极的情绪。行动/业务影响: 来自 460 个不同国家的 187 多名独特访客访问了点击之家网站，在发布后的几周内，来自世界各地的 648 人报名购买了点击之家上市。Almedalen 的圆桌讨论基于 Hemnet 的数据，为房地产开发咨询公司的所有参与者提供了强有力的商业线索。因此，除了加强市场领导地位，我们还创造了新的商业机会 -- 基于我们拥有的数据 -- 这使我们处于房地产开发的前沿。 活动描述 每周，5分之1 的瑞典人都会访问瑞典最大的房地产门户网站 Hemnet。但是在一个商业中断的世界里，你不能停止发展。因此，为了加强 Hemnet 的领先市场地位，我们开始展示 Hemnet 不仅是房地产门户的先驱，也是房地产发展的未来。我们通过把 1 和 0 变成砖块和灰泥来做到这一点。一个数据科学家小组分析了 2亿次以上的 Hemnet 点击，挖掘出瑞典人在未来的家庭中梦想的基础。然后，我们将数据提供给两位建筑师，并创建了点击之家 -- 一个 1,5 层的住宅，设有红色木质立面和私人屋顶露台。它与 200万多名瑞典人共同创建，将大数据变成了一个真正的大想法。 执行 从点击到建筑的旅程始于对瑞典最受欢迎的房地产门户网站 Hemnet 的大量数据的收集和分析。第一步是分析 1月至 2014年10月期间列出的房产的价格、面积、房间和楼层数据。随着洞察力的掌握，建筑师 Tham & videg å rd 通过历史镜头解释数据; 考虑当地的材料、工艺和建筑传统。其结果是一个超过 115 层的 1.5 平方英尺的房子，结合了传统的瑞典 “法鲁红色” 小屋和一个功能齐全的盒子。除了分析点击，室内图像还进行了深入的分析，为建筑师提供了对室内偏好的见解。点击的房子不仅仅是一个停留在画板上的想法; 房子将被建造。通过与标准化房屋建筑商的合作，房子将在不久的将来出售 概要 Hemnet 是瑞典最受欢迎的房地产门户。每周有超过 200万人，相当于瑞典人口的 20%，去 Hemnet 购买、出售或梦想一个新家。但是在一个商业中断的世界里，市场领导地位不再是一个安全的地方。随着来自现有竞争对手和新的破坏性玩家的压力增加，Hemnet 的领先地位受到了威胁。但就 Hemnet 而言，大等于大数据。提供关于瑞典人住房梦想和新商业机会的独特知识的数据。 概要 Hemnet 是瑞典最受欢迎的房地产门户。每周有超过 200万人，相当于瑞典人口的 20%，去 Hemnet 购买、出售或梦想一个新家。但是在一个商业中断的世界里，市场领导地位不再是一个安全的地方。随着来自现有竞争对手和新的破坏性玩家的压力增加，Hemnet 的领先地位受到了威胁。但就 Hemnet 而言，大等于大数据。提供关于瑞典人住房梦想和新商业机会的独特知识的数据。 活动描述 每周，5分之1 的瑞典人都会访问瑞典最大的房地产门户网站 Hemnet。但是在一个商业中断的世界里，市场领导地位不再是一个安全的地方。因此，为了加强 Hemnet 的领先市场地位，我们这是为了表明 Hemnet 不仅是房地产门户的先驱，也是房地产发展的未来。我们这样做是通过将 1 和 0 变成砖块和灰泥。一个数据科学家小组分析了 2亿次以上的 Hemnet 点击，挖掘出瑞典人在未来的家庭中梦想的基础。然后，我们将数据提供给两位建筑师，并创建了点击之家 -- 一个 1,5 层的住宅，设有红色木质立面和私人屋顶露台。它与 200万多名瑞典人共同创建，将大数据变成了一个真正的大想法。 执行 与两名欧洲最重要的建筑师一起，我们将 2亿次点击 Hemnet 变成了瑞典最受欢迎的家。游客可以体验并注册在线购买房子。我们采用了涓滴媒体战略，针对相关领域的精英媒体，让我们的概念过滤下来。优先考虑媒体与高社交媒体整合，以引发讨论。该发布计划于 2015年5月7日执行，同时进行社交媒体监测，并参与针对关键意见领袖的讨论。首次发布后，我们开始了室内设计竞赛，以激发消费者和主要生活方式博客作者的参与。我们还把点击之家变成了瑞典最重要的年度政治活动 -- 阿尔梅达伦的热门话题。我们获得了重要的演讲机会，并与领先的房地产开发公司、金融投资基金和瑞典议会代表的高层管理人员组织了一次圆桌讨论。 结果 产出/意识: 总共有 207 篇文章在传统媒体上提到了众议院 (100% 是积极的或中立的), 总覆盖范围为 2.18亿，pr值为 2120万，包括所有细分市场的精英媒体覆盖范围。知识/考虑: 10 071 次社会提及，总社会影响为 1800万。99% 有积极的情绪。行动/业务影响: 来自 460 个不同国家的 187 多名独特访客访问了点击之家网站，在发布后的几周内，来自世界各地的 648 人报名购买了点击之家上市。Almedalen 的圆桌讨论基于 Hemnet 的数据，为房地产开发咨询公司的所有参与者提供了强有力的商业线索。因此，除了加强市场领导地位，我们还创造了新的商业机会 -- 基于我们拥有的数据 -- 这使我们处于房地产开发的前沿。 相关性 点击之家很快成为媒体的热门话题，并引发了建筑师、房地产开发商、政治家和游戏设计师之间的全球辩论。提出了一个问题，即大数据是否可以成为未来的基础。我们还创造了一个全新的市场，基于我们拥有的数据。到目前为止，已有 648 人报名购买这所房子，总价值 200 美元。 战略 用 Hemnet 的数据创造一个强大的沟通符号，展示潜力。找到一个简单而直观的想法，引发关于房地产开发和建筑大数据机会的辩论。这将为 Hemnet 创造一个独特的思想领袖位置，并提高对 Hemnet 数据的认识和需求，以产生新的商业机会。三个成功因素: 1) 背景: 利用当前关于大数据的讨论，瑞典被视为建筑和设计的先驱。提出了一个问题，即大数据是否可以成为明天之家的基础。2) 目标: 科技、政治、建筑和设计领域的编辑和关键意见领袖的个人目标。3) 议程: 在当前关于大数据、众包和建筑师在未来房地产开发中的角色的辩论中发挥积极作用。 概要 Hemnet 是瑞典最受欢迎的房地产门户。每周有超过 200万人，相当于瑞典人口的 20%，去 Hemnet 购买、出售或梦想一个新家。但是在一个商业中断的世界里，市场领导地位不再是一个安全的地方。随着来自现有竞争对手和新的破坏性玩家的压力增加，Hemnet 的领先地位受到了威胁。但就 Hemnet 而言，大等于大数据。提供关于瑞典人住房梦想和新商业机会的独特知识的数据。 结果 产出/意识: 总共有 207 篇文章在传统媒体上提到了众议院 (100% 是积极的或中立的), 总覆盖范围为 2.18亿，pr值为 2120万，包括所有细分市场的精英媒体覆盖范围。知识/考虑: 10 071 次社会提及，总社会影响为 1800万。99% 有积极的情绪。行动/业务影响: 来自 460 个不同国家的 187 多名独特访客访问了点击之家网站，在发布后的几周内，来自世界各地的 648 人报名购买了点击之家上市。圆桌圆盘根据 Hemnet 的数据，Almedalen 的 ussion 为房地产开发咨询公司的所有参与者创造了强大的业务领先优势。因此，除了加强市场领导地位，我们还创造了新的商业机会 -- 基于我们拥有的数据 -- 这使我们处于房地产开发的前沿。 执行 与两名欧洲最重要的建筑师一起，我们将 2亿次点击 Hemnet 变成了瑞典最受欢迎的家。游客可以体验并注册在线购买房子。我们采用了涓滴媒体战略，针对相关领域的精英媒体，让我们的概念过滤下来。优先考虑媒体与高社交媒体整合，以引发讨论。该发布计划于 2015年5月7日执行，同时进行社交媒体监测，并参与针对关键意见领袖的讨论。首次发布后，我们开始了室内设计竞赛，以激发消费者和主要生活方式博客作者的参与。我们还把点击之家变成了瑞典最重要的年度政治活动 -- 阿尔梅达伦的热门话题。我们获得了重要的演讲机会，并与领先的房地产开发公司、金融投资基金和瑞典议会代表的高层管理人员组织了一次圆桌讨论。 相关性 点击之家很快成为媒体的热门话题，并引发了建筑师、房地产开发商、政治家和游戏设计师之间的全球辩论。提出了一个问题，即大数据是否可以成为未来的基础。我们还创造了一个全新的市场，基于我们拥有的数据。到目前为止，已有 648 人报名购买这所房子，总价值 200 美元。 战略 用 Hemnet 的数据创造一个强大的沟通符号，展示潜力。找到一个简单而直观的想法，引发关于房地产开发和建筑大数据机会的辩论。这将为 Hemnet 创造一个独特的思想领袖位置，并提高对 Hemnet 数据的认识和需求，以产生新的商业机会。三个成功因素: 1) 背景: 利用当前关于大数据的讨论，瑞典被视为建筑和设计的先驱。提出了一个问题，即大数据是否可以成为明天之家的基础。2) 目标: 科技、政治、建筑和设计领域的编辑和关键意见领袖的个人目标。3) 议程: 在当前关于大数据、众包和建筑师在未来房地产开发中的角色的辩论中发挥积极作用。 活动描述 每周，5分之1 的瑞典人都会访问瑞典最大的房地产门户网站 Hemnet。但是在一个商业中断的世界里，市场领导地位不再是一个安全的地方。因此，为了加强 Hemnet 的领先市场地位，我们开始展示 Hemnet 不仅是房地产门户的先驱，也是房地产发展的未来。我们通过把 1 和 0 变成砖块和灰泥来做到这一点。一个数据科学家小组分析了 2亿次以上的 Hemnet 点击，挖掘出瑞典人在未来的家庭中梦想的基础。然后，我们将数据提供给两位建筑师，并创建了点击之家 -- 一个 1,5 层的住宅，设有红色木质立面和私人屋顶露台。它与 200万多名瑞典人共同创建，将大数据变成了一个真正的大想法。
The House Of Clicks
案例简介：Strategy Our strategy was to create a strong communications symbol that dramatizes the potential with Hemnet’s data. We wanted to find an easy and visual idea that would spark debate on the opportunities with Big Data for property development and architecture. This would create a unique thought leader position for Hemnet and awareness and demand for Hemnet’s data to generate new business opportunities.Three success factors: 1) Context: Tapping into current discussion about big data and Sweden being seen as a pioneer when it comes to architecture and design. Raising the question if big data can be the foundation for the home of tomorrow.2) Targeting: Individual targeting of editors and key opinion leaders within tech, politics, architecture and design. 3) Agenda: Taking an active role in current debate about big data, crowdsourcing and the architect’s role in future property development. Outcome Output/Awareness: In total, 207 articles mentioned the house in traditional media (100% were positive or neutral), with a total reach of 218 million and a PR-value of 21.2 million including coverage in elite medias for all segments. Knowledge/Consideration: 10 071 social mentions with a total social reach of 18 million. 99% had a positive sentiment. Action/Business Impact: More than 460 000 unique visitors from 187 different countries visited the House of Clicks website and within weeks from the launch 648 people from around the world signed up to buy the house for when it hits the market. The round table discussion in Almedalen generated strong business leads from all participants for consultancy in property development based on Hemnet’s data. So, in addition to reinforcing market leadership, we created new business opportunities - based on data only we possess - and that puts us in the forefront of property development. Campaign Description Each week, one fifth of all Swedes visit Hemnet, Sweden's biggest property portal. But in a world of business disruption, you can’t stop evolving. So, to strengthen Hemnet’s leading market position, we set out to show that Hemnet is not only a pioneer of property portals — but also the future of property development. And we did so by turning ones and zeros into bricks and mortar. A team of data scientists analyzed over 200 million clicks on Hemnet, unearthing the foundation of what Swedes dream about in a future home. We then gave the data to two architects and created the House of Clicks - a 1,5 storey home featuring a red wooden facade and a private roof-top terrace. Co-created with over 2 million Swedes, it turned big data into a truly big idea. Execution The journey from click to architecture began with the collection and analysis of volumes of data on Sweden’s most popular property portal, Hemnet. The first step was to analyse price, area, room and floor data of the properties listed between January and October 2014. With insights in hand, architects Tham & Videgård, interpreted the data through a historical lens; considering local materials, craftsmanship and building tradition. The result is a 1 115 square foot home over 1.5 storeys that combines the traditional Swedish ‘Falu red’ cottage and a functionalist box home. In addition to analysing clicks, interior imagery was subjected to an in-depth analysis to provide the architects with insights into interior preferences. The House of Clicks is not just an idea stuck on the drawing board; the house will be built. Through a partnership with a standardized house builder, the house will become available for sale in the near Synopsis Hemnet is Sweden’s most popular property portal. Each week more than 2 million people, equal to 20 % of Sweden’s population, visit Hemnet to buy, sell or dream about a new home. But in a world of business disruption, market leadership is no longer a safe place. As increased pressure from existing competitors and new disruptive players had become the reality within the category – Hemnet’s leading position was threatened. But in the case of Hemnet, being big equals big data. Data that provides unique knowledge about Swedes’ housing dreams and new business opportunities. Synopsis Hemnet is Sweden’s most popular property portal. Each week more than 2 million people, equal to 20 % of Sweden’s population, visit Hemnet to buy, sell or dream about a new home. But in a world of business disruption, market leadership is no longer a safe place. As increased pressure from existing competitors and new disruptive players had become the reality within the category – Hemnet’s leading position was threatened. But in the case of Hemnet, being big equals big data. Data that provides unique knowledge about Swedes’ housing dreams and new business opportunities. Campaign Description Each week, one fifth of all Swedes visit Hemnet, Sweden's biggest property portal. But in a world of business disruption, market leadership is no longer a safe place. So, to strengthen Hemnet’s leading market position, we set out to show that Hemnet is not only a pioneer of property portals — but also the future of property development.And we did so by turning ones and zeros into bricks and mortar. A team of data scientists analyzed over 200 million clicks on Hemnet, unearthing the foundation of what Swedes dream about in a future home. We then gave the data to two architects and created the House of Clicks - a 1,5 storey home featuring a red wooden facade and a private roof-top terrace. Co-created with over 2 million Swedes it turned big data into a truly big idea. Execution With two of Europe’s foremost architects, we transformed 200 million clicks on Hemnet into Sweden’s most sought after home. Visitors could experience and sign up to buy the house online. We employed a trickle down media strategy targeting elite media in relevant segments, allowing our concept to filter down. Prioritizing media with high social media integration to spark discussion. This launch plan was executed on May 7, 2015, parallel with social media monitoring and involvement in discussion targeting key opinion leaders. After the initial launch we started an interior design competition to spark engagement amongst consumers and key lifestyle bloggers. We also turned the House of Clicks into a hot topic in Almedalen, Sweden’s most important yearly political event. We secured key speaking opportunities and organized a round table discussion with high level executives at the leading property development companies, financial investment funds and representatives from the Swedish parliament. Outcome Output/Awareness: In total, 207 articles mentioned the house in traditional media (100% were positive or neutral), with a total reach of 218 million and a PR-value of 21.2 million including coverage in elite medias for all segments. Knowledge/Consideration: 10 071 social mentions with a total social reach of 18 million. 99% had a positive sentiment. Action/Business Impact: More than 460 000 unique visitors from 187 different countries visited the House of Clicks website and within weeks from the launch 648 people from around the world signed up to buy the house for when it hits the market. The round table discussion in Almedalen generated strong business leads from all participants for consultancy in property development based on Hemnet’s data. So, in addition to reinforcing market leadership, we created new business opportunities - based on data only we possess - and that puts us in the forefront of property development. Relevancy The House of Clicks quickly became a hot topic in media and sparked a global debate amongst architects, property developers, politicians and game designers. Raising the question if big data could be the foundation for the home of tomorrow. We also created a whole new market, based on data only we posses. So far, 648 people have signed up to buy the house, at a total value of $ 200M. Strategy Creating a strong communications symbol that dramatizes the potential with Hemnet’s data. To find an easy and visual idea that would spark debate on the opportunities with Big Data for property development and architecture. This would create a unique thought leader position for Hemnet and awareness and demand for Hemnet’s data to generate new business opportunities.Three success factors: 1) Context: Tapping into current discussion about big data and Sweden being seen as a pioneer when it comes to architecture and design. Raising the question if big data can be the foundation for the home of tomorrow.2) Targeting: Individual targeting of editors and key opinion leaders within tech, politics, architecture and design. 3) Agenda: Taking an active role in current debate about big data, crowdsourcing and the architect’s role in future property development. Synopsis Hemnet is Sweden’s most popular property portal. Each week more than 2 million people, equal to 20 % of Sweden’s population, visit Hemnet to buy, sell or dream about a new home. But in a world of business disruption, market leadership is no longer a safe place. As increased pressure from existing competitors and new disruptive players had become the reality within the category – Hemnet’s leading position was threatened. But in the case of Hemnet, being big equals big data. Data that provides unique knowledge about Swedes’ housing dreams and new business opportunities. Outcome Output/Awareness: In total, 207 articles mentioned the house in traditional media (100% were positive or neutral), with a total reach of 218 million and a PR-value of 21.2 million including coverage in elite medias for all segments. Knowledge/Consideration: 10 071 social mentions with a total social reach of 18 million. 99% had a positive sentiment. Action/Business Impact: More than 460 000 unique visitors from 187 different countries visited the House of Clicks website and within weeks from the launch 648 people from around the world signed up to buy the house for when it hits the market. The round table discussion in Almedalen generated strong business leads from all participants for consultancy in property development based on Hemnet’s data. So, in addition to reinforcing market leadership, we created new business opportunities - based on data only we possess - and that puts us in the forefront of property development. Execution With two of Europe’s foremost architects, we transformed 200 million clicks on Hemnet into Sweden’s most sought after home. Visitors could experience and sign up to buy the house online. We employed a trickle down media strategy targeting elite media in relevant segments, allowing our concept to filter down. Prioritizing media with high social media integration to spark discussion. This launch plan was executed on May 7, 2015, parallel with social media monitoring and involvement in discussion targeting key opinion leaders. After the initial launch we started an interior design competition to spark engagement amongst consumers and key lifestyle bloggers. We also turned the House of Clicks into a hot topic in Almedalen, Sweden’s most important yearly political event. We secured key speaking opportunities and organized a round table discussion with high level executives at the leading property development companies, financial investment funds and representatives from the Swedish parliament. Relevancy The House of Clicks quickly became a hot topic in media and sparked a global debate amongst architects, property developers, politicians and game designers. Raising the question if big data could be the foundation for the home of tomorrow. We also created a whole new market, based on data only we posses. So far, 648 people have signed up to buy the house, at a total value of $ 200M. Strategy Creating a strong communications symbol that dramatizes the potential with Hemnet’s data. To find an easy and visual idea that would spark debate on the opportunities with Big Data for property development and architecture. This would create a unique thought leader position for Hemnet and awareness and demand for Hemnet’s data to generate new business opportunities.Three success factors: 1) Context: Tapping into current discussion about big data and Sweden being seen as a pioneer when it comes to architecture and design. Raising the question if big data can be the foundation for the home of tomorrow.2) Targeting: Individual targeting of editors and key opinion leaders within tech, politics, architecture and design. 3) Agenda: Taking an active role in current debate about big data, crowdsourcing and the architect’s role in future property development. Campaign Description Each week, one fifth of all Swedes visit Hemnet, Sweden's biggest property portal. But in a world of business disruption, market leadership is no longer a safe place. So, to strengthen Hemnet’s leading market position, we set out to show that Hemnet is not only a pioneer of property portals — but also the future of property development.And we did so by turning ones and zeros into bricks and mortar. A team of data scientists analyzed over 200 million clicks on Hemnet, unearthing the foundation of what Swedes dream about in a future home. We then gave the data to two architects and created the House of Clicks - a 1,5 storey home featuring a red wooden facade and a private roof-top terrace. Co-created with over 2 million Swedes it turned big data into a truly big idea.
点击的房子
暂无简介
The House Of Clicks
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基本信息
- 广告战役： #Hemnet-网络-0f92#
- 广告品牌： Hemnet
- 发布日期： 2000
- 行业领域： 房产/安防 , 房地产 , 建材/家居
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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