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SeLoger: The Dance
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In 30 years of existence, SeLoger, an innovative digital tool of the 90s, has become familiar to everyone. Today, it is the favorite real estate website of the French[1]. 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: neighborhood relations.
In addition to taking on neighborhood relations, which is a commonplace in real estate, SeLoger’s new campaign emphasizes how the place we give to our neighbors 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 valorization of a fulfilled social life, which social networks prompt us to expose. The neighborhood 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 humor. The discomfort is amusing and ephemeral, allowing a return to calm and routine. Two 45-second films entitled 'The Seagulls' and 'The Water Jets' opened this campaign on Thursday evening (February 9), broadcast on TF1, France 2 and M6. Another spot, 'The Dance' will also be aired until March 5. 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 3 commercials will be accompanied by several relays on social networks. With its 3 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.
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