Portugal is facing huge demographic and economic challenges: a rapidly aging population, a severe housing crisis and soaring emigration.  

22% of Portugal’s population is over 65. It is the fourth oldest and fastest aging country in Europe.  

Due to tight rental market controls, older generations have historically lived comfortably at very reasonable fixed rates.  But loneliness is increasing among the elderly, exacerbated by Covid 19 and fast-changing neighbourhoods. 

At the same time, due to booming tourism and foreign investment incentives, prices have skyrocketed for everyone else.  By 2023, housing became unaffordable for many, with students and young professionals most heavily impacted.   

Over one in ten students are being forced to abandon their studies or leave the country.  Portugal now has the highest emigration level in Europe, and one of the highest in the world; a problem which is having a significant impact on the economy and is unsustainable.  

120k students need somewhere to live. 500k elderly people are living in loneliness. Both are in desperate need of somewhere to call home, to feel safe, connected. A seemingly insurmountable challenge. 

MEO, the leading telco in Portugal and the country’s biggest private investor in infrastructure has an ambition own the connected home. It also has a proud history of social activism, including tackling human rights abuse, domestic violence and the war in Ukraine.   

We saw an opportunity to turn their traditional Christmas ad brief into a radical solution, solving two problems at the same time. One that only a brand like MEO could offer.  

We created, built and launched an innovative nation-wide digital platform - to match seniors in need of companionship with students looking for a home.  

Lonely older people with a room to offer and students in need of a place to stay register on the website. The platform then proposes a match based on proximity, compatibility and after a series of interviews, a match is made. 

MEO then provides matched households with a mobile, broadband and entertainment service for free, balancing social impact with service, truly connecting the home and creating long-term loyalty.  

How we did it: 

It’s a simple idea, but very hard to execute.  

First, we got a complex network of stakeholders, including 24 institutions, universities, city councils and NGOs on board. We also engaged with the mayors of Lisbon, Porto and Coimbra, the main university cities, who all lent their dedicated support to the project.  

We designed the platform to be effortless for a generation less comfortable with technology and for a generation raised on Uber and Tinder.  

We put in place a robust set of checks and protocols at the back end and with partners to ensure a safe, secure and ongoing positive experience for all.   

But creating the platform and process wasn’t enough. We also needed to break down the emotional barriers to opening your home to a stranger. So, we launched with a compelling film, following the evolving relationship of a student and an elderly lady, culminating in a heartwarming message: “When you open a door, a heart opens too”.   

A digital, direct response and PR campaign to drive people to the platform and explain how it worked followed.  

Results: 

The campaign exceeded all expectations. 

“Improbable Housemates” was voted the nation’s favorite telco Christmas campaign with 32.9% saying it improved brand perception.   

In 8 days, we reached 7M people, in a population of just 10.2M, delivering 14M views, 21M PR impressions and 64M social impressions.  

Powerful figures such as the Ministers for Housing and Immigration endorsed the platform. 

The site received almost 200,000 visits in two months. Over 2,500 people applied, and despite launching after the start of the academic year, we have already made 97 matches. That’s 194 people who have made a life-changing commitment to live with a stranger, with many more anticipated when college admissions begin in September.  

“Improbable Housemates” is not just a campaign, it’s a long-term programme with the potential to deliver transformational value to the economy: with more young people staying in Portugal to complete their education as well as better health and wellbeing outcomes for old people.  

Most importantly, although this is a Portuguese initiative, “Improbable Housemates”, addresses a common global problem, and offers a blueprint for successful cities and societies worldwide.