Introduction
Knut.se is a full-fletched mobile & web application created to recruit a younger audience to Villaägarnas Riksförbund (the Swedish Homeowners association).
Brief
How can the Homeowners' Association attract a younger audience? (Under 45 years old, all over Sweden)
How do we make a membership in the Homeowners' Association relevant for younger generations of homeowners?
What should we communicate to capture the interest of the target audience? (content, message)
How should we communicate (tone, layout, packaging)
Where should we communicate? (channel selection)
How do we retain them?
About the client
In their own words:
"We help you as a homeowner in everyday life. We answer questions about your house and living, advocate for change, and help you keep costs down with great discounts. And that's what we intend to continue doing. 230,000 households have already chosen to become members with us. Become one too!"
Solution?
Our strategy became to repackage the whole concept to attract young people.
We chose to stimulate modern consumption patterns such as monthly fees instead of yearly, different packages and highlighted the benefits of becoming a member that we think matches what a younger target audience cares about, based on statistics, research, and polling.
An easier, less involving concept that gives you immediate help with a bunch of problematic factors of owning a home, along with great value deals in different sectors.
With a modern design and UX, we wanted to involve the youth of Sweden in their own housing a bit more than before.
It's never easy to own your own home.
But Knut.se truly makes it significantly easier.
EXECUTION
Mobile App
Please keep in mind that everything we offer in this app, the homeowners association already offers.
We've just repackaged and simplified it to make it more consumer-friendly and youthful.
Contents
- 24/7 AI & In person-panic chat for a lost homeowner.
-Calls with experts in various areas such as VVS, electrictians, legal advice etc.
- Tonnes of advice and how to's.
-A full, user-friendly overview of all the amazing benefits a member can enjoy.
Website
We wanted the web-friendly version to maintain the style and user-friendly interface of the mobile app.
