.jpg)
On the occasion of the TOP 14 semi-finals, iad launched an original and engaging activation called “L’Annonce Cachée”, a digital contest designed to immerse rugby fans in the heart of its real estate ecosystem.
In this Success Story:
From May 20 to June 5, iad hid a fictional property listing among the thousands of real listings featured on its website. Participants were challenged to find this hidden listing by browsing the platform, turning the experience into a true digital treasure hunt.
Once they had found the listing, participants could register directly through the page, replicating a journey similar to a typical interaction with an iad advisor. The result was a seamless and engaging experience that remained fully aligned with iad’s business model.
The reward: a unique VIP experience
Following the prize draw, the winner received an exclusive VIP weekend for two in Marseille, including transportation, accommodation, and two VIP tickets to attend a TOP 14 semi-final at the CEPAC Vélodrome. It was a unique opportunity to experience one of French rugby’s premier events from the heart of an iconic stadium with a capacity of over 67,000 spectators.
.jpg)
.jpg)
Turning Partnership visibility into meaningful engagement
iad’s objective was to turn the visibility generated by its partnership into meaningful public engagement. In a highly competitive real estate market, the challenge was to create an experience capable of attracting new visitors to its digital platforms while showcasing the breadth of its property portfolio and the wide range of opportunities offered through its network of advisors.
An activation amplified by Sofiane Guitoune
To boost engagement and drive participation, iad partnered with Sofiane Guitoune, who supported the campaign throughout the entry period. Through a series of communications, he gradually revealed clues to help users locate the hidden listing, creating an ongoing engagement mechanism and fostering continuous interaction with the rugby community.
The campaign was launched with a motion design video, distributed through iad’s channels and further amplified by the influencer, as well as through TOP 14 communication channels.
The challenge was to make iad stand out during a period of exceptionally high attention around rugby. By reinventing the traditional property search experience through a digital treasure hunt, we created an activation capable of driving engagement, strengthening brand consideration, and increasing brand attribution.
Adrien BAILLEUL, Brand Services & Activation Director
