NestAway shows urban migrants how there is room for more while renting homes

Renting homes, especially in metros, is becoming an increasingly expensive proposition – be it shelling out huge sums as brokerage or security deposits, which eat into one’s savings, leaving very little for other spending. 

NestAway, a leading online home rental company, is working towards resolving these issues by providing necessary solutions to their customers for pocket friendly and easy access to beautiful homes across cities. 

In order to reach out to their existing and new customers, NestAway has launched an innovative series of TVCs, conceptualised by JWT India, based on the theme, ‘The new way to rent’. Through this series of quirky and humourous tenant-centric advertisements, NestAway is highlighting the monetary benefits that the brand offers, while making the process of finding a house easier and convenient. Along with TV, the campaign is also being promoted through radio and outdoor. 

A satire on the present-day situation of urban migrants, this campaign is based on how our daily life is dependent on financial choices with practical needs often being pitted against things that truly matter. We, thus, have to take a backseat on things that make us happy, like buying a new dress, going on a vacation or picking up products from the ‘imported products’ aisle while grocery shopping. Based on this idea, NestAway created a humorous storyline, resonating with the millennials, while also capturing their day-to-day dilemmas. With its functional offering, NestAway aims at inducing a behavioural change in the way people perceive the concept of renting homes. 

Elaborating on the creative thought behind the campaign, Ramya Ramachandran, Head of Brand Marketing at NestAway Technologies, said, “'May to July is the season where maximum people move houses, either moving into a new city (reason - first job posting, married couples moving post wedding season) or move within the city (post appraisal period in March). The idea was to communicate the benefits of renting with NestAway to this migrating audience during the time they are most in need. Whether a new jobber or a newly married couple, affordability is key to their decision making while house hunting, and with the upfront security deposit and brokerage, renting a house can be a big drain on the pocket.” 

“Our critical operating premise for the campaign was that a lot of daily life is dependent on financial choices with practical needs often being pitted against things that truly matter. The idea was to highlight situations in which one feels the pinch the most and is forced to compromise. For instance, giving up on a vacation because one has to spend on brokerage or security deposit. With NestAway, there is no need to compromise and there is always room for more. Working with that thought, we were able to arrive at what is humourous yet a resounding storyline,” she further added. 

While speaking on the campaign’s theme – ‘The new way to rent’ – Ramachandran said that NestAway is driving a behavioural shift in the way people rent homes and this campaign is helping the company communicate this message to a larger audience. “‘The new way to rent’ is not an initiative, it’s our core business offering. The campaign is communicating how tenants can now move away from the traditional process of renting a house and opt for a technology-driven solution. Through the NestAway app, prospective tenants can find, book and move into a rental home of their choice with none of the hassles of large deposits or brokerage fees,” she added. 

Speaking on the creative ideation of the campaign, Priya Shivakumar, Senior Vice President & Executive Creative Director, JWT, explained, “The thought is simple and insightful: when you rent with NestAway, there is always ‘Room for more’. The execution is a humourous twist on the thought: dramatising what you will miss out on, or the sacrifices you will be forced to make if you don’t rent with NestAway. That extra-curricular class you love, the holiday you want to go on or send your parents on for that matter, the supermarket indulgences you can’t do without – that’s what makes up the deposit and that’s not a price you’re comfortable paying. We wanted to nudge people towards realising that the true price was a lot more than just the money, offering NestAway as the only option they can live with.” 

The brief for the campaign was to pitch NestAway as a one-stop solution to financial woes faced by urban migrants who have moved cities in pursuit of academics or better career opportunities. The task for the agency was to convey how one makes a substantial saving by choosing NestAway over conventional mode of home rental, which in turn allows one not to compromise on their needs and wants. 

Commenting on the thought process behind the ad films and strategy that the agency devised to appeal to the target audience, Shivakumar said, “The simple thought here is that when NestAway is your choice for home rentals, you always make room for what you want the most. Here, as a format the idea was to flip the complete process and convey what you’ll miss out on – the holiday, the classes you love, the supermarket indulgences, etc. – in case you haven’t made the right decision of choosing NestAway.” 

The objective is to have urban migrants actively consider NestAway as the preferred mode of renting homes in a new city. The campaign was focused on increasing traffic to the NestAway website and encourage download of the app. 

The monetary benefits offered by NestAway are huge plus points as the brokerage fees have been done away with, besides the security deposit has been brought down to equivalent of two months’ rent. Apart from this, NestAway also provides a 3-day trial period, wherein if the tenant does not like the house for whatever reason within 3 days of moving in, the entire rent and security deposit is refunded, deducting only the rent for the number of days from the start of the license period plus on-boarding charges. 

Speaking on the growth plans, Ramachandran informed, “NestAway is currently present across 10 cities and has 17,000 houses catering to over 36,000 tenants. Over the next five years, the company plans to bring 1 million tenants on board. For the next year, we are looking at adding 5,000 houses to our platform.” 

Watch the TVCs: 

Selfie Ad

Supermarket Ad

Music Class Ad

 

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