Neighbour Relations Get Put to the Test in Hilarious Campaign for Real Estate Platform SeLoger

In 30 years of existence, SeLoger, an innovative digital tool of the 90s, has become familiar to everyone. Today, it is the favourite real estate website of the French. Thanks to the spirit of its new advertising campaign, 'The Neighbors', the brand is strengthening the emotional bond forged with each of them and reaffirming its central role in all real estate projects, whatever they may be.

Into the heart of a universal thematic: neighbourhood relations. In addition to taking on neighbourhood relations, which is a commonplace in real estate, SeLoger’s new campaign emphasises how the place we give to our neighbours reveals much more about us than we imagine. Thus, it returns to the paradoxes of current societal dynamics: from the reinforcement of our 'sweet home', territory of intimacy, to the valorisation of a fulfilled social life, which social networks prompt us to expose.

“With this campaign, we return to the very essence of SeLoger’s role: to allow everyone to find the perfect place to live. To each his ideal property. Our core business is to accompany all French people in this very special time of life, whether they are sellers, buyers or tenants.

However, one thing is beyond our control: the neighbours,” explains Virginie Boudet, VP brand and communication at SeLoger.

“Lulled by a tech culture focused on results and performance measurement, we have nevertheless focused on making the French smile in this campaign,” says Virginie Boudet, VP brand and communication at SeLoger.

“We have indeed chosen to impulse a breath, which marks a light pause, a joyful break, in the traditional advertising breaks”.

The neighbourhood is thus universally experienced in the three films as the element that disturbs the well-being and serenity of the home with credible scenes of life, accentuated with humour. The discomfort is amusing and ephemeral, allowing a return to calm and routine.

“We all have an experience with a neighbour. He is not part of our family and is not necessarily a friend, yet he often acts on us like a mirror that reflects our qualities and our defects. Each film has been designed so that we can identify with each of the two sides because we are all someone’s neighbours after all…” explains Fabien Teichner, founder of Interruption agency.

“You can’t choose your neighbours, but you can find your ideal home on SeLoger”

Two 45-second films entitled ‘The Seagulls’ and ‘The Water Jets’ opened this campaign on Thursday evening (February 9th), broadcast on TF1, France 2 and M6. Another spot, ‘The dance’ will also be aired until March 5th. To reach the 25-49 year-old target group as much as possible, the means are concentrated on the most powerful affinity channels for this target: M6, France 2, TMC, C8 and BFM. The three commercials will be accompanied by several relays on social networks. With its three films broadcast (1000 GRP served for the TV campaign) and this ambitious 360 media plan, the SeLoger brand intends to generate over 190 million contacts.