While housing remains a major concern for the French, the sector is currently facing a crisis that's distancing many from the prospect of buying a home. In response, the Ministry of Housing announced two key measures at the beginning of the year aimed at reviving homeownership:

• Expanding the zero-interest loan (PTZ): This state-backed zero-interest loan, subject to income conditions, is already available but has now been extended to all new homes (whether collective or individual housing projects) throughout France until December 31, 2027; 

• Inheritance tax exemption for buying a new home: This initiative involves increasing the existing cap, now allowing donations from 0 to 100,000 euros per donor and up to 300,000 euros per recipient.

This is an ambitious effort to support the French people and invigorate the housing sector across the country.

The Ministry's Communications Department has chosen Insign Agency to execute a communications campaign to enhance awareness and usage of these initiatives. With a campaign deliberately centered on accessibility and a creative, humorous twist on the concept of 'interest-free,' this 360-degree communication strategy will be visible starting June 5, 2025.

The campaign will be featured in print and on radio, as well as on social media, including partnerships with influencers to engage a key audience for the PTZ message: first-time homebuyers and French individuals aged 25-35.

According to Karine Sentenac, Associate Director at Insign: "Given the stark contrast between the government's mobilization through these two key measures and the hesitancy of the French towards homeownership, we've developed an impactful campaign designed to capture attention, surprise, and generate enthusiasm with an innovative approach. We used the principle of reverse psychology (reactance principle), which makes us do the opposite of what's suggested. Our aim is to engage and encourage everyone to take an interest in these 'interest-free' measures."

By adapting the concept on social media, the campaign will showcase 'pointless tutorials' and 'pointless recipes.' 

For Anaïs Lançon, Communications Director of the Ministry of Regional Planning and Ecological Transition: "Our brief was to create a campaign that cuts straight to the point to stand out in the sea of communications around homeownership. We wanted this campaign to coincide with the months of May and June, which traditionally see a significant increase in real estate transactions. Ultimately, this unconventional approach is about better highlighting the State’s efforts to benefit the French public in the housing sector."