Esta es una campaña de marketing directo. El objetivo: hacer llegar a los jóvenes el mensaje de que conseguir piso en Badalona es mucho más fácil que en Barcelona.
Los medios: el marketing directo allá dónde podamos encontrarlos.
HOW TO FIND AN APARTMENT IN BARCELONA
by Adriana Castillo
This is a direct marketing campaign. The goal is to reach young targets with the message that finding an apartment in Badalona is much easier than in Barcelona.
Media: direct marketing where we can find targets.
THE LOCK PICKING
Problem: Badalona's city council has realized there is low level of apartment rental in the city. Given the current trend of young people living in Barcelona together with an average 3 flatmates, Badalona stands out as a cheaper alternative.
Idea: Several fake tool-boxes for lock picking (bigger than the usual and in plastic) will be delivered both at the entrance of universities and the metro lines connecting Barcelona with Badalona. On the boxes, they will read "This is the only way to start living in Barcelona". There will be information on how to live in Badalona below.
THIS IS THE ONLY WAY TO START LIVING IN BARCELONA
The chances of living in Barcelona's city centre are vanishing. On the other hand, the price for a month's rent in Badalona is a third lower. Moreover, there are plenty of ways to get there (by bus, metro, bike, train,…). You will find all these options to get an apartment at www.pisetsjovesbdn.cat