Each week, one fifth of all Swedes visit Hemnet, Sweden's biggest property portal. But in a world of business disruption, you can’t stop evolving. So, to strengthen Hemnet’s leading market position, we set out to show that Hemnet is not only a pioneer of property portals — but also the future of property development. And we did so by turning ones and zeros into bricks and mortar. A team of data scientists analyzed over 200 million clicks on Hemnet, unearthing the foundation of what Swedes dream about in a future home. We then gave the data to two architects and created the House of Clicks - a 1,5 storey home featuring a red wooden facade and a private roof-top terrace. Co-created with over 2 million Swedes, it turned big data into a truly big idea.

The journey from click to architecture began with the collection and analysis of volumes of data on Sweden’s most popular property portal, Hemnet. The first step was to analyse price, area, room and floor data of the properties listed between January and October 2014. With insights in hand, architects Tham & Videgård, interpreted the data through a historical lens; considering local materials, craftsmanship and building tradition. The result is a 1 115 square foot home over 1.5 storeys that combines the traditional Swedish ‘Falu red’ cottage and a functionalist box home. In addition to analysing clicks, interior imagery was subjected to an in-depth analysis to provide the architects with insights into interior preferences. The House of Clicks is not just an idea stuck on the drawing board; the house will be built. Through a partnership with a standardized house builder, the house will become available for sale in the near

Output/Awareness: In total, 207 articles mentioned the house in traditional media (100% were positive or neutral), with a total reach of 218 million and a PR-value of 21.2 million including coverage in elite medias for all segments.

Knowledge/Consideration: 10 071 social mentions with a total social reach of 18 million. 99% had a positive sentiment.

Action/Business Impact: More than 460 000 unique visitors from 187 different countries visited the House of Clicks website and within weeks from the launch 648 people from around the world signed up to buy the house for when it hits the market. The round table discussion in Almedalen generated strong business leads from all participants for consultancy in property development based on Hemnet’s data. So, in addition to reinforcing market leadership, we created new business opportunities - based on data only we possess - and that puts us in the forefront of property development.

Our strategy was to create a strong communications symbol that dramatizes the potential with Hemnet’s data. We wanted to find an easy and visual idea that would spark debate on the opportunities with Big Data for property development and architecture. This would create a unique thought leader position for Hemnet and awareness and demand for Hemnet’s data to generate new business opportunities.

Three success factors:

1) Context: Tapping into current discussion about big data and Sweden being seen as a pioneer when it comes to architecture and design. Raising the question if big data can be the foundation for the home of tomorrow.

2) Targeting: Individual targeting of editors and key opinion leaders within tech, politics, architecture and design.

3) Agenda: Taking an active role in current debate about big data, crowdsourcing and the architect’s role in future property development.

Hemnet is Sweden’s most popular property portal. Each week more than 2 million people, equal to 20 % of Sweden’s population, visit Hemnet to buy, sell or dream about a new home. But in a world of business disruption, market leadership is no longer a safe place. As increased pressure from existing competitors and new disruptive players had become the reality within the category – Hemnet’s leading position was threatened. But in the case of Hemnet, being big equals big data. Data that provides unique knowledge about Swedes’ housing dreams and new business opportunities.