Haso

Almost like owning, but thankfully not quite.

How we boldly challenged Finns’ views of housing dreams

”Republic surprised us with a bold idea
that successfully turned deeply ingrained
thinking on its head and uncovered a side
of Haso that no one had previously dared,
or even thought, to communicate.”
Katja Remes
Sales and Marketing Director, Haso

Right-of-occupancy housing is so carefree that it almost sounds too good to be true. Yet for most people, it remains largely unknown. Our task was to introduce home seekers to the benefits of living with Haso (Helsingin Asumisoikeus Oy).

Our insight

Research shows that Finns strongly favour owner-occupied homes. But why? Homeownership is expensive, demanding, risky, and often stressful. What if there was an alternative that combined the very best aspects of both owning and renting, allowing people to just relax and enjoy life? Wait a minute, that is exactly what right-of-occupancy housing offers.

This insight became the foundation for the concept and campaign we developed together with Haso, boldly challenging the traditional Finnish dream of homeownership.

Our solution

Housing marketing often falls into the trap of being bland and predictable. Safe, familiar messages do little to stand out or make a lasting impression. Happy families and friendly neighbours have been seen a thousand times before. If we wanted people looking for a new home to remember Haso, we had to do something bold and unexpected.

The result was the concept and campaign tagline: Almost like owning, but thankfully not quite. The message openly states, perhaps for the first time ever, that owning a home is not always the best or most sensible housing solution. Or at least not the most carefree one. With Haso, residents can just take it easy and enjoy life while others take care of the work. And that is exactly what we chose to showcase throughout the campaign executions. Your home, our duties. Welcome to Haso!

Our impact

The multi-channel campaign reached an audience of millions and increased awareness of Haso among Finnish home seekers. The concept provided a fresh and easily understandable perspective for not only the relatively unknown housing provider but also the entire housing model. It continues to serve as a guiding platform for Haso’s future marketing efforts.