Homegate relies on AI for new branding campaign

For its new campaign, Homegate created all of its imagery via midjourney - and was able to exceed its campaign goals across the board. Nevertheless, there were challenges.

Artificial intelligence is omnipresent in the public debate. Homegate also used the technology for the first time for its real estate marketing and created all image material for a branding campaign with Midjourney. The resulting subjects were played out via social media channels and on various digital screens in the city of Zurich.

Those responsible at Homegate were inspired by visual references when designing the campaign - the prompts read something like "photo of a friendly mid-aged lady in a bedroom, all in yellow, with plants, sunny -s 750 -q 2", which led to the desired result after several interactions and AI learning processes, according to Homegate.

In addition to the advantages of AI-supported marketing, various challenges remain, especially in the early days of new technologies, which require careful consideration. Particular attention must be paid to the verification of the generated images. On the one hand, this applies to the conformity with the defined image world of Homegate as well as the basic necessary parameters for the campaign such as the resolution and the format of the images. On the other hand, it is important to ensure realism in the representation of people and animals in particular. This is exemplified by one of the images generated at the beginning, where the person shown has three feet, compared to the final image after several iterations and learning cycles of the AI (see image).

According to the company, the campaign exceeded expectations and targets in all areas, both in terms of aided (including top-of-mind) and unaided brand awareness. In addition, Homegate's campaign also demonstrated the potential of using technological innovations for effective marketing initiatives. The combination of AI-generated images together with careful curation by in-house marketing experts led to the positive result.

Responsible at Homegate: Julia Forjan (Head of Consumer & Private Customer Marketing), Giacomo Iotti (Senior Performance Marketing Manager), Bojan Mijic (Performance Marketing Manager), Milica Sedlarevic (Performance Marketing Manager), Jelena Ristic (Graphic Design), Roger Tschallener (Head of Marketing Strategy & Branding).

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