YIT Neighbourly Guides
— A communicative service concept for Finland's largest construction company

Buying a new home is one of the biggest decisions of our lives – a decision often made based on our best guess of how the new home actually is going to be like to live in. This is even more true when buying in a house that is yet to be built, when all you see is plans, blueprint, 3D renderings and the constructor’s promises of how nice it’ll be.

Add to this how people have grown sceptical towards the construction business as a whole. At the same time, the majority of Finland’s largest construction company YIT’s home owners are highly satisfied. 

People trust other people.

This is why we created YIT Neighbourly Guides (or 'Naapurioppaat' in Finnish), a service voiced entirely, transparently by actual people living in YIT homes.

Unlike in many traditional ambassador activations, The Neighbourly Guides (twenty of them today) share their real experiences and invite anyone interested to contact them directly with their questions about living in YIT homes. YIT never interferes with this dialogue and as a result potential customers in dreaming phase get their questions answered by Finland’s most honest neighbours – with the service providing a platform around which YIT can communicate rational benefits in a credible, transparent manner.

Watch the introduction videos – used in paid media to launch the new service – for Eero and Lahja, two of the Neighbourly Guides (in Finnish only):