In its business-to-business campaign, Rabo Vastgoedgroep demonstrates its commitment to fostering liveability and sustainability in its construction projects. For a whole year, Rabo Vastgoedgroep will be promoting this campaign at real estate fairs in Cannes, Munich and Amsterdam. This is a counter-campaign against the flashiness, luxury and glamour that sets the tone at real estate fairs.
Together with Usual Suspects, Edenspiekermann is developing 3 trade fair stands based around the theme "Invest in the Future”. No mirrors, spotlights and women in skimpy outfits, as is commonplace elsewhere. The stand has a floor covering of artificial grass and a light wall projecting images of children playing. A playground object, especially designed by Carve, takes centre stage. At the end of each trade fair, Rabo Bouwfonds will present the playground object to the city as a gift.
It kicks off with a guerrilla campaign in Cannes. At the entrance to the Mipim real estate fair, there will be a plastic playhouse with sand and spades. A ribbon with the text “Invest in the Future” will be tied around the house. There are also bus shelters and lavatory mirrors covered in colourful animal stickers. The campaign focuses on sustainability and liveability in a playful manner.
