One thing this pandemic has told brands is that innovation is a must in this age and the companies which are ready to change are the ones that will their industries. Not only Business models but companies are also changing their advertising strategies because consumer habits are changing very fast.
One such strategy that today we are talking about is Minipreç’s idea to pay residents who are ready to advertise the brand on clotheslines and balconies. The Swedish supermarket chain is doing this in Lisbon (Portugal). Before the pandemic, Lisbon was a prime location on Airbnb and its popularity resulted in a 400% increase in short-term rental agreements in Lisbon and a 40% increase in rent prices.
Along with advertising, the initiative called ‘Hang Your Rent’ has been executed to support the locals. A local association selected families for this campaign to give help to the needy ones. Ads were printed on laundry (towels, sheets and clothes) and were distributed to families throughout the city.
Continuing over the period of 2 and a half months, 10 different homes hung Minipreço’s promotions out to dry over the streets. These families were paid around $250 each. Talking about the numbers, the campaign generated over 3.6 million impressions. It appeared across all major Portuguese news networks and was covered by popular online media networks.