Mintaga has always focused on transparency. The real estate market is littered with clouded information, driven by ulterior motives. It is safe to say that selling something is easier when the true situation is sugar coated. Underneath that sprinkle, the truth can be hollow, which is a situation many of our users wish they hadn’t had to experience.
In a recent campaign, Mintaga looked to prove that point through some delicious doughnuts. A box clearly labelled “6 Jam Donuts” were randomly delivered to individuals of our choosing. Upon eating the treats, the individuals (and friends) would have realised a significant lack of jam in the middle. This box was intended to represent the misinformation within the real estate market. Although it isn’t devastating to get a donut without jam in it, you were still promised the jam and feel let down at the lack of it.
The following day Mintaga delivered “6 Actual Jam Donuts” - This box explained our positioning in the market with the following messaging.
“We understand you may have been mislead recently by the real estate industry? Here at Mintaga we collect independent reviews and have constructed a rating system for residencies across the country. With the ultimate goal of getting crystal clear information to people when moving home. We are upset that you had the jam taken out of your donuts yesterday. So here are six (actual) jam donuts, on us. Enjoy”
Mintaga’s aim has always been to present the whole picture in the real estate market. Through unbiased reviews, and a sophisticated rating system, Mintaga provides users with invaluable insights into residences that help people save time, money and stress. This campaign illustrated that point through something everyone can connect with donuts.
The campaign caught the attention of Campaign Middle East, who were impressed with the creative marketing approach.
Mintaga are always looking to create innovative ways to get noticed, to help more people when moving home. Doing that on a budget is always a plus. Credit here goes to our fantastic agency Ro3.
