Lisbon was trending, but with the tourists also came gentrification:
in just 3 years, the number of Airbnbs skyrocketed by 400% and put pressure on the rent prices that rose by 40%,… read morekicking the locals out of the centre of Lisbon.
Minipreço, a supermarket part of the Dia Group, wanted to put its money where its tagline is - "Always by your side, at the best prices."-
and to help the residents pay the increasingly high rents.
An out-of-home network built out of laundry, where all the profits went to the families who hang them out to dry.
With billboards made of sheets, posters made of towels, and many special formats,
this idea used the brand's media budget to increase the families' monthly budget.
The project generated more than 3,6 million impressions and gathered 450.000€ in earned media.
It was featured in almost all the news outlets in Portugal. Had a 2 minutes piece on the prime time news of Portugal's biggest channel, TVI;
a 2 page article in the printed version of the biggest newspaper in Portugal, Público; and it even made it to the cover of the 4º biggest newspaper, "Jornal I".
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