Due to a non-existent media budget and the need to reach a wide audience, usage of traditional media was out of the question. Since the vast majority of real estate search happens online, we decided to concentrate our media presence there and there only. The housing market started to pick up after the recent global financial crisis and more Hungarians were now looking to upgrade their living conditions. Our disruptive executions helped us get the two biggest real estate portals on board which gave us coverage of the majority of the online real estate market in Hungary. There the most appalling residences in Hungary appeared as classified ads with any search criteria, giving chills even to the most immune of the country’s middle class.

The ads were viewed 4 million times, by almost half a million unique users. Fans of Habitat’s Facebook page tripled, with new likes coming almost entirely from Hungary, as opposed to the previous all-international following. Average time spent on the homepage doubled and donations also increased. We reached 5% of the entire population of Hungary with no media or production budget to bring home the plight of 1.2 million Hungarians living in poverty.