We check everything in person – Cian | Clapboard Ad Archive

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We check everything in person - Cian | Clapboard Ad Archive

Cian’s 2017 campaign We check everything in person, created by Miguelivanov for the Russian real estate and construction sector, offers an unambiguous focus on trust and transparency in a market long hampered by skepticism around property listings. The film’s direct and literal approach centres on real estate representatives methodically inspecting properties first-hand, providing an unvarnished demonstration of how Cian’s core service differentiates it from digital-only competitors. In creative terms, this work sits squarely in what Clapboard’s taxonomy classifies as FORMAT#1—Demonstration, eschewing narrative embellishment or testimonial dramatics in favour of methodical, evidence-based illustration of the company’s verification process. The agency resists the industry’s temptation toward stylized storytelling, instead making tangible the physical diligence behind every Cian listing, and this rigor is visually underlined by the campaign’s tactile production design and a contemporary soundtrack that keeps the communication rooted in the present-day expectations of a mobile, cosmopolitan audience. With its decision to present the film in English with subtitles, the brand also signals a commitment to accessibility, looking both outward to a broader, possibly international market and inward to a local audience keen on professionalism without pretense. The campaign’s absence of celebrity casting, user-generated content, or overt symbolism is deliberate: the work’s singular asset remains steadfast in its aim to nurture consumer confidence through operational transparency. By making the unseen, often doubted, verification process visible and central to the campaign, Cian positions itself as a category outlier, highlighting meticulous service delivery—an essential quality for clients navigating high-stakes real estate transactions. The effort is neatly aligned with both the brand’s value proposition and market reality, particularly in a cultural context where first-hand verification can differentiate a service from the unreliable or the unknown. The campaign earns 60/100 in Clapboard’s global creative archive. In a sector where marketing frequently trades on aspiration, Cian’s campaign matters because it highlights the return of hard evidence as brand narrative, suggesting that demonstration-based communications may well become the new trust currency in professional services.

Credits

Client

Cian

Agency

Miguelivanov

Creative Director

Miguel Ivanov, Daria Sherstobitova

Production House

Sheriff / Oslo Norway

Producer

Eivind Saether

Directors

Nic & Sune

Category Mind Map

48%

The "We check everything in person" campaign by Cian, launched in Russia in 2017, centers on establishing trust and reliability as the core brand proposition. By emphasizing thorough, in-person verification processes, the campaign communicates Cian’s commitment to providing accurate and dependable information in the real estate market—a sector often marked by uncertainty and risk. This promise addresses a critical consumer concern: the anxiety and complexity involved in property transactions. Strategically, the campaign leverages the insight that potential buyers and renters prioritize safety and certainty when engaging with real estate services. By showcasing a hands-on, meticulous approach to property validation, Cian differentiates itself in a competitive market often perceived as opaque or untrustworthy. The narrative genre allows for a storytelling format that humanizes the service, making the verification process tangible and relatable. Directed by Nic&Sune and supported by a carefully chosen soundtrack, the campaign captures attention through authentic representation rather than flashy promotion. Targeting Russian consumers navigating the real estate sector, the campaign appeals to a demographic that values transparency and informed decision-making. The creative angle—highlighting personal inspection—addresses skepticism and positions Cian as a professional intermediary whose service reduces the risk of errors or fraud. By doing so, the campaign not only promotes the brand but also reassures consumers that the platform can be relied upon for secure and accurate property transactions.

FORMAT#1 DEMONSTRATION — Directly shows how a product works and highlights its benefits. The campaign title "We check everything in person" and the genre "Narrative" strongly suggest that the ad visually demonstrates the key differentiator of the Cian real estate platform: personal, in-depth property verification. Rather than defaulting to a story arc, the focus appears to be on illustrating the core service process — showing representatives checking details firsthand. There is no mention of characters, conflict, celebrity, parody, or overt user imagery, symbolism, or testimonials, but instead a clear, literal presentation of what Cian uniquely does, aligning with the Demonstration format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Avito Real Estate – Positioned as Russia’s largest online classifieds platform, Avito offers a broad spectrum of real estate listings combined with an easy-to-use interface. Its strength lies in massive inventory and high user traffic, providing scale and accessibility for buyers and sellers alike. 2. Domofond – Focuses on comprehensive real estate search with detailed property data and user-friendly tools. It differentiates by offering verified listings and insights tailored to both residential buyers and renters, emphasizing trust and transparency. 3. Yandex Realty – Leveraging the strength of the Yandex ecosystem, this platform integrates advanced search algorithms and location-based services, enhancing personalized property recommendations and streamlined user experience within Russia’s digital environment. 4. IRN.RU – Specializes in real estate analytics and market data, catering primarily to industry professionals and serious buyers. Its positioning is centered on providing in-depth market intelligence, reports, and forecasts to support informed decision-making. 5. CIAN.ru – While the original brand, it sustains market leadership through reliable verified listings, professional services such as in-person property inspections, and innovative tools, emphasizing trustworthiness and comprehensive service in property transactions.

Q: What is We check everything in person about? A: We check everything in person is a professional campaign launched in Russia in 2017 for the real estate platform Cian, created by the agency Miguelivanov. The campaign centers on a film directed by Nic&Sune and produced by Sheriff, using a contemporary soundtrack to enhance its narrative. Its core creative idea is to demonstrate Cian’s commitment to quality and reliability by showing representatives physically verifying property listings. Presented in English with subtitles, the film targets consumers seeking transparency and professionalism in the real estate market, positioning Cian as a trustworthy intermediary in an industry often marked by uncertainty. Q: What creative device does We check everything in person use? A: We check everything in person employs the Demonstration format, as classified by Clapboard’s 12-format taxonomy (FORMAT#1 DEMONSTRATION). This approach directly shows how Cian’s service works by visually illustrating the process of in-person property verification. Rather than relying on abstract storytelling, characters, or testimonials, the campaign’s creative device is a clear, literal presentation of Cian’s unique value proposition—personal, hands-on inspection of listings. This technique is designed to build consumer trust by making the service process tangible and transparent, aligning with the Demonstration format’s focus on product benefits. Q: What is the campaign proposition for We check everything in person? A: The campaign proposition for We check everything in person is centered on establishing Cian as a brand synonymous with trust and reliability in the Russian real estate market. By emphasizing thorough, in-person verification of property listings, the campaign addresses consumer anxieties about accuracy and transparency in property transactions. Targeting an audience that values certainty and professionalism, Cian positions itself as a platform that reduces risk and complexity by investing in meticulous, hands-on validation. This strategic stance differentiates Cian from competitors and reassures users that their property search experience is safeguarded by expert oversight. Q: How does We check everything in person rank in Clapboard's archive? A: We check everything in person holds a Clapboard Campaign Score of 60/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of professional services advertising. Q: Who are the competitors in Cian's category? A: In the Russian real estate and construction sector, Cian faces competition from several key platforms. Avito Real Estate leads with its vast inventory and high user traffic, making it accessible for buyers and sellers. Domofond differentiates itself by offering verified listings and tailored insights for both buyers and renters, emphasizing trust and transparency. Yandex Realty leverages advanced search technology and integration within the Yandex ecosystem to provide personalized property recommendations. IRN.RU caters to industry professionals with in-depth analytics and market intelligence, while Cian maintains its position through verified listings and professional in-person inspections, focusing on reliability and comprehensive service.