Publicis Zurich opens real estate portal for bees
There is a «housing shortage» not only among humans but also among bees. To draw attention to the shortage of habitat for bees, BienenSchweiz, in collaboration with Publicis Zurich, launched the housing platform for bees «Immobienen.ch» on World Bee Day—along with an accompanying awareness campaign.
A third of our food is grown exclusively thanks to pollination by bees. However, as a result of urbanization, the use of pesticides and climate change, bees are losing their habitats and the balance of the ecosystem is becoming unstable. Half of the 600 or so species of wild bees found in Switzerland are threatened with extinction. They need a wide range of flowers and nesting opportunities to ensure their survival and thus enable a high level of biodiversity.
To combat the scarcity of bee habitats, BienenSchweiz and Publicis Zurich launched the first real estate platform for bees on World Bee Day. At Immobienen.ch, around 170 flowering areas throughout Switzerland, known as "Immobienen", are offered for sale or rent for as little as three francs per square meter.
The platform is structured like a traditional real estate portal. Among other things, interested parties can see the location of the "Immobiene", the size of the space in square meters or the standard of finish on offer.
By purchasing - or renting - an "Immobiene", customers finance the costs incurred by the area providers in creating the flowering area and procuring suitable seeds, as well as professional advice from BienenSchweiz. The purchase of an "Immobiene" is a one-off donation and the rental is a monthly donation.
Digital accompanying campaign
To draw attention to the new real estate platform for Swiss bees, an entertaining and informative digital campaign was launched, consisting of six online videos, various social media ads and influencer posts. At the center of the campaign is the motivated "Immobienen" trader Willie Blumenfeld, who informs target groups about the lack of living space and presents the online platform Immobienen.ch as a hard-selling solution.
"Many people, especially in cities, know the oppressive feeling of looking for a home. With immobienen.ch, we have created an analogy between people and bees in order to make the plight of bees easier for people to understand," explains BienenSchweiz President Martin Schwegler. "Moreover, we must not forget that bees are not only desperately looking for a place to live, but are also exhausted due to a lack of food when 'looking for a place to live'."
The online campaign can currently be seen on all relevant digital channels. After the campaign period, the Immobienen.ch online platform will continue to exist and will be continuously updated with new "Immobienen" or flowering areas.
Responsible at BienenSchweiz: Mathias Götti Limacher (Managing Director), Sarah Grossenbacher (Communications), Silena Wegmann (Fundraising & Partner Management), Martin Schwegler (President). Responsible at Publicis Zurich: Cedric Fuchs (Art Director), Henry Clarke (Copywriter), Maureen Wangui, Gvozden Milosevic, Dana Mazziotta, Celina Stadler (Graphic Design), Johnny Grubenmann & Gaston Filippo (Creative Direction), Rob Hartmann (Executive Creative Director), Alain Stocker (Strategist), Irena Igić (Junior Account Manager), Freyja Hablitz (Senior Account Director). Production: Farbfilm Studio GmbH (moving image), Tiago Dias (website). Media: Publicis Media & Bagels of Berkeley (Social Media & Influencer).
