Favorite Tenant

Nigeria is facing a significant housing shortage crisis. Access to capital for a down payment and prohibitively high interest rates have been major stumbling blocks to the dream of many Nigerians being realized to own their own homes. The Federal Ministry of Finance Incorporated (MOFI) established a one of its king public-private partnership with ARM Investment Managers to create MREIF
The MOFI Real Estate Investment Fund (MREIF) was established under the One Million Homes Housing Project of the Nigerian Federal Government. With an estimated shortfall of 28 million housing units, the initiative aims to provide a sustainable solution to the country's housing crisis. This initiative targets low- and middle-income earners, ensuring that affordable housing is within reach for a significant portion of the population
3 months after its establishment, MREIF had not gained the required traction or awareness to help meet its goals. Our agency was engaged to solve this. Our creative idea was to tell the story from a personalized story where we created tension by calling out the often love-hate relationship tenants have with their landlords.
We knew that the people who would most benefit from the scheme were those who were well paid, were tenants and were people who paid their rent on time and are usually faithful. These are people landlords typically love to have as their tenants.
These are the ideal people who can also maintain a mortgage and pay it till they own their own home. Letting these people know that MREIF gave them lowest mortgage rates and just 10% down payment would be music to their ears.
We sought to dramatize the tension with landlords by an appeal to them to take an MREIF mortgage and stop being the Favorite tenant of their landlords, a message sure to get people to pay attention.

We executed the campaign across Online digital platforms, social media, PR, radio stations across the country and Outdoor. The simple message “Tired of being your landlord’s Favorite tenant?” was executed across platforms in ways that sought to cut through the noise so Nigerians could pay attention and sign up to the scheme.