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Riksbyggen needed to improve the impact on their external brand communication: be more direct and add more emotional connection for a better effect in chosen medias.
Riksbyggen works within a genre with tough competition both in terms of building new houses and direct sales of housing. The brand communication had to drive Riksbyggen’s business and become more relevant to both B2B and B2C.
The concept – Välkommen verkligheten (Welcome reality) – where we dramatize everyday life in Riksbyggens housing and create an emotional feeling about the choice of future housing. The exact opposite from the rest of the actors in the business.
More and more people consider living in a Riksbyggen houses/apartments, and we’ve managed to reach out with their offer thanks to a high spontaneous ad recall.