In a new phase of the “Guaranteed Protection” advertising campaign, which puts the company’s guaranteed rent payment benefit to the test by ensuring landlords receive their rent payments on time every month, QuintoAndar brought together real property owners — both clients and non-clients — to share their experiences managing and renting their properties. Hosted by Ana Clara, the campaign ultimately demonstrates how Guaranteed Payment changes the reality of Brazilian property owners by ensuring security and predictability in rental income transfers.
The new phase, titled “The Experiment,” begins shortly after the company announced a “non-promotion,” promising to pay up to ten times the monthly rent amount to any of its more than 350,000 landlords across Brazil if they did not receive their payment by May 12. As expected, the campaign was a success precisely because there were no winners — meaning every client received their payment on time thanks to “Guaranteed Payment,” an exclusive QuintoAndar benefit that has provided this security for the past 10 years.
The new initiative brings together both landlords who rent through QuintoAndar and those who rent outside the platform, without identifying which group is which, in a type of social experiment. As participants answer questions about situations such as delayed rent payments, collecting payments from tenants, anxiety around payment dates, and financial replanning, the differences between the groups become evident.
Reinforcing the message that “we don’t believe in luck, we believe in commitment,” Ana Clara reveals at the end that there were indeed delays or missed payments from tenants during the period — but the respective landlords were never even informed, as QuintoAndar guaranteed the payments regardless.
According to Flávia Mussalem, Marketing Director at QuintoAndar, the initiative further reinforces the campaign’s strategy of moving beyond messaging into practical demonstrations of the benefit: “The Experiment shows that the impact of default goes beyond financial losses — it can also cause emotional stress that is impossible to measure. And all of this can be avoided through secure and digital property management,” she says. “For the past ten years, QuintoAndar, through Guaranteed Payment, has used cutting-edge technology to make the rental experience far more predictable and protected,” she adds.
The campaign’s media strategy is built around a multiplatform ecosystem combining the reach of broadcast TV, YouTube, and Meta with targeted channels such as Connected TV, Uber, Merchandising, and Spotify. The plan also includes the regional reach of radio and out-of-home media, while partnerships with Pay TV and news portals reinforce content delivery in high-affinity contexts. The strategy aims to integrate visibility with specific touchpoints, following the consumer journey across different moments and platforms.