Hidden design objects in real home listings

Challenge
Although Hemnet is Sweden’s third largest website, the ambition is always to find new ways to attract engagement beyond the obvious reasons.

We noticed that many people were already browsing Hemnet for architecture, interiors and design inspiration. Not as home buyers. But as curious observers.

The challenge was not to change the platform but to unlock new and inspiring ways to engage with it.

Solution
We developed the competition Sweden’s Largest Design Hunt.

Instead of searching for homes, visitors searched for furniture, lighting, art and design objects hidden in ordinary property listings. A screenshot became an entry ticket. Listings became clues. And browsing became participation.

Without changing a single image, listing or feature, we created a brand new way to engage with Hemnet.