As part of Otodom's new brand campaign, three commercials will air on television. In each of them, the house becomes the narrator, telling the story of its first 'meeting' with its owner. Their perfect match guarantees a long-lasting and happy relationship – just like in life. The campaign launch coincides with the rebranding of the brand, which has gained a new logo and comprehensive visual identity.
New logo highlights the changes
New logo highlights the changes
Otodom, the most popular real estate service, is celebrating its 15th anniversary.
– In the online world, that's a long time, and much has changed. From the start, we have strived to connect property buyers and sellers as effectively as possible. Today – as the market leader – we have the ambition for our role to be broader: we strive to inspire, advise, and help navigate the challenging world of real estate. We share knowledge and data so that those seeking a new home can make informed decisions. We listen to our clients and introduce new tools that facilitate transactions for individual users, agents, and developers. At the same time, we care about emotions. About making the search for a dream home a pleasure. These changes required clear emphasis, hence the decision to refresh the visual identity and communication platform – notes Anna Adrian, Marketing Manager at Otodom.
The author of Otodom's new visual identity system is Kuba 'Enzo' Rutkowski with the team at Kommunikat studio.
– Our task was not only to organize Otodom's visual language but above all to visualize the change that has occurred in the brand's strategy and communication. We also sought an unconventional way to interpret the theme of real estate. That's why we based the metaphors in the logotype itself on simple geometric shapes. Building plans and architecture itself are mainly based on the shapes of squares and rectangles. Therefore, we simplified the icons of roofs and houses to an even more elementary symbolism of home – the square. We presented the Otodom brand as a perfect shape, the circle, which is contained in the name itself through the letters O. The combination of these two figures created a symbol that replaced the letter 'O' in the word 'dom' (home) to further strengthen its meaning – explains the designer.
As he adds, the logotype itself is not everything. The new visual identity system was based on the evolution and improvement of existing brand identifiers, but also underwent a revolution that supplemented them with new elements. Thanks to dynamic branding, the Otodom brand has gained not only a more professional character but also a clear and modern dimension.
– Simple mechanisms make branding friendly, spacious, and bold – just right for a leader – adds Kuba 'Enzo' Rutkowski, owner and creative director of Kommunikat studio.
Cinematic potential and emotional charge
Cinematic potential and emotional charge
Simultaneously with the rebranding, a new advertising campaign launches today, featuring a series of three commercials. As Anna Adrian emphasizes, not only the original idea mattered but also the execution. And that was guaranteed by the agency Leo Burnett, which invited production house Dynamo and a team of excellent filmmakers, led by award-winning director Michał Marczak.
– We noticed a certain analogy between searching for a home and searching for a life partner. In both cases, we wander a bit, balancing between what our heart and mind suggest. Hence the idea of presenting Otodom as a 'dating platform' that helps buildings find ideal residents and people find ideal homes. After all, Otodom is a space where knowledge and experience meet emotions – explains Leo Burnett's creative director, Maciej Porębski.
Otodom's new visual identity: logo and branding
This is how stories were created in which the houses took over the narration. The first is told by an artistic seaside apartment, vintage 26, where a couple in their fifties moved in, able to appreciate the beauty of an aged home. 'She knows how to capture every shade of blue, and he knows all the colors of the sea – no wonder they fell in love.' In the second story, a single-family suburban house recalls how much it suffered from loneliness and the difficult time of searching for its dream family. Finally, they found each other on Otodom. The last apartment – a studio in a developer block – recounts the complicated relationship with a certain bachelor, with whom they took a long time to get along but ultimately felt the joy of a perfect match.
– The personification of houses, which forms the basis of Otodom's new communication platform, has great cinematic potential and carries a gigantic emotional charge. By showing different houses and stories of their meetings with equally diverse owners, we give viewers a chance to find truth, and perhaps also their own needs, dreams, and expectations related to a place to live. Such scripts are truly rare not only in Poland but also worldwide. Reading them transported me to the golden age of global advertising, reminding me of iconic, cult films that inspired me to pursue advertising and film in general – explains Michał Marczak, director of the Otodom campaign commercials.
For this project, the director invited the best – a team primarily from the world of narrative film – so that the resulting films would be original, very emotional, and engaging. Natural, true, and organic.
An additional curiosity related to the commercials is an unusual musical approach: each commercial uses the melody 'Time To Pretend' by MGMT, but in different arrangements that emphasize the character of each film. The music is handled by renowned producer and instrumentalist Marcin Macuk.
The campaign 'Otodom, the one that suits me' inaugurates a new brand communication platform, which Otodom, in collaboration with Leo Burnett, plans to continue in the future. The current campaign will run until the end of October. TV commercials will be accompanied by radio ads and digital activities, as well as PR activities, influencer marketing, and social media actions. Offline media buying is handled by media house Media Concept, online activities by SalesTube, PR activities by Havas PR Warsaw, and brand communication in social media channels by agency dotRelations.
Summary
Otodom, celebrating its 15th anniversary, is undergoing a rebranding and introducing a new communication platform 'Otodom, the one that suits me.' The new logo, designed by Kuba 'Enzo' Rutkowski from Kommunikat studio, combines a circle and a square, symbolizing a perfect match. The TV campaign, created with Leo Burnett and directed by Michał Marczak, presents houses as narrators telling stories of 'meetings' with owners. The commercials use the melody 'Time To Pretend' by MGMT in various arrangements by Marcin Macuk. The campaign will run until the end of October.
