We opted out of traditional advertising channels and put all project resources into creating a reality series – Dröm dig Hem (Dream away) – about the people who buy or sell their homes, and about the brokers who facilitate the deals. We started from the idea that purchasing a home is one of the biggest decisions in a person’s life. The story of our homes is therefore also the story of our lives.The series focused more on the human aspects of the business than the practical ones, on the dreams that were fulfilled and sometimes ruined.
We produced 80 episodes, where each episode contained a five minute long story about a home being bought or sold, and the broker’s work. The program was presented as a collaboration with Hemnet but was an entirely editorial product that could be shared and seen wherever the viewers were; on a phone, computer or an iPad. We published five new episodes per week on Hemnet’s own platform, its own YouTube channel – Dröm dig Hem (Dream away) – and on several daily newspaper platforms.