Each week, one fifth of all Swedes visit Hemnet, Sweden's biggest property portal. But in a world of business disruption, market leadership is no longer a safe place. 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.

With two of Europe’s foremost architects, we transformed 200 million clicks on Hemnet into Sweden’s most sought after home. Visitors could experience and sign up to buy the house online. We employed a trickle down media strategy targeting elite media in relevant segments, allowing our concept to filter down. Prioritizing media with high social media integration to spark discussion. This launch plan was executed on May 7, 2015, parallel with social media monitoring and involvement in discussion targeting key opinion leaders. After the initial launch we started an interior design competition to spark engagement amongst consumers and key lifestyle bloggers. We also turned the House of Clicks into a hot topic in Almedalen, Sweden’s most important yearly political event. We secured key speaking opportunities and organized a round table discussion with high level executives at the leading property development companies, financial investment funds and representatives from the Swedish parliament.

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.

The House of Clicks quickly became a hot topic in media and sparked a global debate amongst architects, property developers, politicians and game designers. Raising the question if big data could be the foundation for the home of tomorrow. We also created a whole new market, based on data only we posses. So far, 648 people have signed up to buy the house, at a total value of $ 200M.

Creating a strong communications symbol that dramatizes the potential with Hemnet’s data. 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.