The challenge
Haso (Helsingin Asumisoikeus Oy) is a wholly owned company of the City of Helsinki and part of the Helsinki Group. It develops and offers right-of-occupancy homes in some of the capital’s most desirable locations, at accessible price levels.
When current Haso residents were asked about their experiences, the feedback sounded almost too good to be true: no big mortgages or rent, maintenance and renovations all taken care of, easy and fast home swaps, and no stress of selling your home, shall you decide to move.
The problem was that right-of-occupancy housing suffered from low awareness. In a country that strongly favours home ownership, the option is often forgotten altogether when people are on the lookout for their next home.
When current Haso residents were asked about their experiences, the feedback sounded almost too good to be true: no big mortgages or rent, maintenance and renovations all taken care of, easy and fast home swaps, and no stress of selling your home, shall you decide to move.
The problem was that right-of-occupancy housing suffered from low awareness. In a country that strongly favours home ownership, the option is often forgotten altogether when people are on the lookout for their next home.
The solution
Finns are among the most owner-occupied populations in the world, but why exactly? Ownership is expensive, demanding, risky and often stressful. What if there was an alternative that combined the best aspects of owning and renting, and simply allowed people to relax? As it happens, there is: it's called right-of-occupancy living. This insight became the foundation of the concept, boldly challenging the traditional Finnish dream of home ownership.
Housing marketing is often lukewarm and the category is saturated with images of happy families and friendly neighbours. If home movers were ever going to remember Haso, we needed to do something bold and unexpected. And so, we developed a concept and key message that articulated an uncomfortable truth rarely voiced in the category: home ownership is not always the most rational choice. Or at least, not the most effortless one. At Haso, you can sit back, rest your feet on the couch and enjoy life while someone else takes care of all the unpleasant stuff. And that’s exactly what we chose to show in the campaign executions.
Your home, our responsibilities. Welcome to Haso.
Your home, our responsibilities. Welcome to Haso.
Team
Art Director
Smuel Stiller
Copywriter
Emma Kemppainen
Creative Strategist
Mikko Vartiainen
Project Manager
Helena Pussinen
Director
Tobias Anderson (Skål Helsinki)
DOP
Risto Ruokola (Skål Helsinki)
Producer
Cyrila Cibulka (Skål Helsinki)
