'Sharing Never Felt More Like Home' in UK Campaign for Startup Badi

Creative agency Drop&Vase has been chosen by startup Badi to create its first above-the-line campaign for the British market.

The app for matching roommates decided to bet on Drop&Vase after the success of the campaign that the agency had launched for the Spanish market.

"Insight by insight, we managed to connect with all kinds of audiences. We even sparked a great debate in society: Until which age could you share a flat?" explains Ana Vida, founder and creative director at Drop&Vase.

"We didn’t want to make a simple adaptation for the British market. We wanted to make sure that we would connect through the right insights," adds David Freixanet, founder and creative director of the agency. For that reason, Drop&Vase chose to create a new positioning strategy in which they detected that while there are many similarities, the British housing sector has its own peculiarities.  

"Living in the main cities of the United Kingdom is even more difficult than in Barcelona. Rents are even higher, but the most significant thing is that most of its residents aren’t locals, so loneliness is a major problem," says Ana.

In view of this, Drop&Vase first changed Badi's slogan - ‘The bright side of sharing’ - to ‘Sharing never felt more like home’ to show that Badi is a great remedy for loneliness, because finding the perfect roommate can have a great impact on happiness and make such a difficult city such as London more enjoyable.

But the challenge didn’t stop there. Once the insights were clear, the agency had to study the best way to address its new target. "British advertising is different from what we usually do: it’s more direct, shorter and, of course, it has a baffling English humour," says David.

The startup has invested more than 1 million euros in this multi-channel campaign, which has been on the main television networks (Channel 4, Sky, E4, ITV 2, ITVbe, All 4, Sky Go and ITV Hub), social networks (Facebook, Instagram and Youtube) and in different outdoor formats such as cabs since July 22nd.

It's not the first time the agency has created international an campaign. They have already done it for Glovo, Wallapop and 21 Buttons to name a few.

"It's amazing to see how customers believe in us to go further. We are their partner, they rely on us and that encourages us to continue working with them and accept any challenge. That’s our essence," confess the founders of Drop&Vase.