Sector 7 HUB launched Imopoly, through a playful digital campaign

Difficult choices are made much easier when the spirit of adventure and play intervene in the landscape. Such as, why not, moving to Cluj-Napoca. The same happened in the case of imobiliare.ro and the launch of Imopoly, when Sector 7 HUB came into play.

As any launch needs buzz, and the real estate market is a very crowded and competitive one, the only way to get out of the information clutter is to differentiate yourself strategically and have an approach that stands out. The community of those who follow imobiliare.ro was thus invited to be part of the conversation, to integrate naturally into the new campaign, just as if they were helping to build a game based on their city. A digital and physical game meant to bring friendships closer, not to separate them.

And since it is not the first dance in the agency-client relationship, the Sector 7 HUB team took another step in building a strong brand-consumer relationship. If a few years ago the agency created a mock reality show inspired by Asia Express for imobiliare.ro, then continued with an interactive adventure game specifically for TikTok, now the digital content has evolved into a full-fledged board game. One inspired by the people of Cluj.

The first step towards Imobiliare.ro customers was a video created for Instagram, with a friendly and fresh approach, which invites you to play and brings the spirit of adventure between friends, easing the difficulty of a possible subsequent choice. Because we always choose more easily when we do it with a smile on our faces and when we know how to enjoy ourselves, right?

“We started from a classic principle in gamebuilding “6-6 brings home the house”. Joke aside, what we wanted to do was find a way in which the large volume of information that any potential buyer or tenant in Cluj has to digest would not only be digestible, but also fun in content. By playing Imopoly Cluj Napoca, you roll the dice and have the opportunity to learn something about the reality of life in a neighborhood or about the real estate market there,” said Raul Gheba, Creative Director Sector 7 HUB.

The campaign is built in such a way that it lives and adapts to each of the environments in which it evolves. Thus, if on social media it is based on user generated content, because the team started building the game from the suggestions of the people of Cluj, online we see a funny video with spoof accents, and the physical game becomes a brand merch object that represents and carries forward the brand’s values.

“Our first campaign inspired by the universe of a board game comes from the desire to talk about the neighborhoods of big cities in a relaxed way, close to people and, of course, with humor. Together with the Sector 7 Hub team and with the help of the people who live in these neighborhoods, we transformed everyday realities into stories in which we can find both the things that make us love a place, as well as the less happy aspects. After the very good results of the pilot project, we decided to take Imopoly further. And the icing on the cake is the launch of the game in a limited edition to transform the campaign into an experience that people can take home with them,” said Daniel Crainic, CMO Imobiliare.ro.

The Imopoly campaign continues with other cities in Romania. You can follow it in the digital environment and on social networks on Imobiliare.ro’s TikTok, Instagram, YouTube and Facebook channels, until the end of the year.

The teams responsible for the campaign were:

Sector 7 HUB:

Raul Gheba – Creative Director
Deiu Stanciu – Senior Copywriter

Emilian Mocanu – Senior Art Director
Laura Fluture – Senior Art Director

Alexandru Ionescu- Junior Art Director

Raluca Babei – Video Producer
Luiza Caruntu – Post-production coordinator

Ștefania Stancu – Project Manager

Roxana Andrei – Managing Partner

Production:

Director: Raul Gheba

DOP: Vlad Lăpădătescu

Edit: Andrei Cotârță

Content Creator: Cătălin Pîrvulescu

Imobiliare.ro: 

Daniel Crainic – CMO

Alexandra Manolache – Brand Manager

Corina Vârlan – Content Manager

SECTOR 7 HUB is an independent creative agency known for its bold campaigns and approaches with a twist of humor and honesty. The team develops integrated campaigns that transform real insights into memorable cultural stories.