Fonds immobilier FTQ

CAMPIA is a 412-bed student residence in Montréal opening for the 2027 school year. It has to be filled from zero, from a market that is part local and part international.

Meta classifies student housing under its Housing special ad category, which removes age, gender and postal code targeting, exactly the levers a student residence campaign would normally live on. And parents and students are two different buyers who barely share a platform.

We planned the platform mix to reach parents and students where each already spends time, within Meta's Housing rules. Parents are reached where parents are: Meta, Google and Reddit. Students are reached where students are: TikTok, Snapchat and ChatGPT. That puts $91,000 against parents and $81,500 against students without declaring an age anywhere.

Then we built the language matrix the geography actually implies, which is four versions and not two. Quebec French and European French are not the same French when the working vocabulary is coloc, cégep, session and bail, and one French master serves neither audience well.

$172,500 digital plus $10,000 of site hoarding. 22 campaigns across three phases: Discovery $25,000, Consideration $60,000, Decision $87,500. Geography 66% Canada, 34% international. Four creative versions: FR-QC 20%, FR-EU 19%, EN-CA 49%, EN-INTL 8%, plus 4% for the Middle East, served by FR-EU and EN-INTL.

Alongside it, a full production brief: a per-campaign grid of format, size, duration, copy and language for all 22 campaigns, roughly 105 exports and 24 copy sets, with a shooting rule that keeps the cost sane. No text baked into the image and no lip sync, so language lives in voice-over, subtitles and end card, and four versions becomes an edit rather than four shoots.