IMS PHYGITAL CREATIVE CONTENT CAMPAIGN

Building trust through multi-channel awareness and human-centered storytelling.

A CREATIVE CONTENT WORK

IMS (Individual Mortgage Solutions), one of Greece’s leading mortgage brokers and a trusted partner of Greek banks, partnered with MEDIACUBE to launch a campaign that introduced a unique service model to the Greek market and encouraged consumers to explore a simpler way to secure a mortgage.

The challenge was significant. Financial decisions are often approached with caution, especially in Greece, where trust plays a central role in consumer behavior. The campaign aimed to show that getting a mortgage no longer has to be a slow and complicated process. At the same time, it communicated exclusive benefits offered in partnership with IKEA and ΠΛΑΙΣΙΟ, two of the country’s most recognizable retail brands.

THE CHALLENGE

The goal was to create an educational campaign for a specialized financial service while combining strong physical visibility with meaningful digital engagement. The challenge had three key dimensions:

Limited Consumer Awareness

Greek consumers often rely on recommendations from family and close social circles when making important financial decisions such as choosing a mortgage. As a result, many continue to follow traditional banking processes, despite the availability of specialized advisors who can simplify the process and secure more favorable terms.

Building Brand Credibility

Although IMS offers a highly specialized service, the brand was still relatively unknown to the broader public. Within the campaign ecosystem, there was also the risk that the strong presence of partner brands such as IKEA and Plaisio could overshadow IMS itself.

Fragmented Consumer Attention

Consumers are exposed to constant advertising messages across physical and digital environments. The campaign therefore needed to deliver a clear and memorable message that would stand out and remain relevant throughout the customer journey.

THE SOLUTION

To connect traditional financial services with modern consumer behavior, a six-pillar phygital strategy was implemented:

Holistic Omnichannel Integration

A unified communication approach connected Out-of-Home (OOH) placements with digital media activity, ensuring that audiences exposed to the campaign in Athens’ public transport network were also reached through mobile and online channels.

Educational Brand Positioning

Informative content highlighted IMS as a faster, simpler, and more transparent alternative to traditional mortgage processes, helping consumers better understand the value of specialized mortgage consulting.

Cross-Channel Media Coordination

Display, Social Media, and YouTube activity were carefully coordinated to maintain message consistency and visibility without overwhelming the audience through excessive repetition.

Strategic Use of Brand Partnerships

The campaign integrated the added-value offers from IKEA and Plaisio into the communication strategy, providing consumers with immediate and tangible incentives to engage with IMS.

Simplified Lead Generation Journey

QR codes on physical campaign assets and streamlined digital lead forms created a direct and frictionless path from awareness to consultation request.

Human-Centered Storytelling

Relatable visuals and emotional storytelling shifted the conversation from financial products to the idea of creating a home, making the service feel more approachable and relevant to everyday life.

Assets & Implementations Developed

A complete suite of creative and performance-driven assets was developed for both physical and digital environments:

Cinematic Storytelling Video
A central campaign video featuring Christos Loulis was produced for YouTube and Social Media, focusing on the emotional experience of home ownership.
QR-Enabled Out of Home (OOH) Placements
Campaign visuals placed across Athens’ public transport network encouraged users to scan QR codes and instantly access the dedicated campaign landing page.
Dedicated Campaign Landing Page
A mobile-optimized landing page simplified complex mortgage information and encouraged consultation requests through a clear and user-friendly form experience.
Co-Branded Display Campaigns
Rich media banners highlighted the exclusive benefits available through the partnerships with IKEA and Plaisio, strengthening consumer interest and engagement.
Intent-Based Audience Targeting
Custom audience segments targeted users actively researching real estate, home improvement, and first-time home buying solutions.
Integrated Lead Generation Forms
Native lead forms across Social Media and Display campaigns allowed users to request additional information without interrupting their browsing experience.

THE RESULTS

The multi-channel campaign generated strong engagement and delivered thousands of completed interest forms through the dedicated campaign landing page.

By combining the trust created through physical presence with the precision of digital targeting, the campaign helped simplify a complex financial process and positioned IMS as a reliable and accessible partner for prospective homeowners.

REACH METRICS

Qualified leads

–%

Cost per Acquisition (CPA)

Brand Search Volume

QR Code Interaction Rate vs Previous QR code campaign

Through a balanced combination of emotional storytelling and integrated phygital communication, IMS strengthened its market presence and established itself as a trusted partner in the journey toward home ownership.

WHERE INNOVATION DELIVERS IMPACT

In a market where consumer attention is limited, meaningful communication is not only about visibility, but also about creating lasting connections.

MEDIACUBE develops integrated campaigns that combine strategy, creativity, and performance to help brands build stronger relationships with their audiences and stand out in competitive markets.

Are you determined to turn the potential of your brand into market leadership? If the answer is yes, let’s move your brand to the spotlight.