Amid mounting pressure on Portugal’s real estate market — driven by strong demand and limited supply — Doutor Finanças has launched a new campaign, “A pre-approved loan is half the deal closed,” highlighting the importance of financial readiness when buying a home. The campaign marks the company’s first-ever use of artificial intelligence in advertising.
Developed by creative agency The Hotel, the campaign is built around a simple insight: in today’s housing market, opportunities appear and disappear quickly, and being financially prepared can determine whether a deal is closed or lost.
“There is a strong desire to buy property, but supply does not always match demand at affordable prices,” explains Ricardo Santos, Chief Brand Officer at Doutor Finanças, in comments to Marketeer. “That’s why buyers need to be ready to act quickly when an opportunity arises — with pre-approved credit and a clear understanding of how much they can afford.”
Entering the customer journey earlier
The campaign has two main strategic goals. First, Doutor Finanças aims to position itself earlier in the home-buying journey — even before a property is selected.
“People often only think about financing after they find a house,” says Santos. “In a market with limited supply, that may be too late. Helping customers prepare financially from the outset is becoming essential.”
Second, the brand wants to increase the number of clients using its services by reinforcing its role as a long-term partner throughout the entire buying process. Beyond mortgage brokerage, Doutor Finanças recently launched a dedicated real estate division, enabling referrals to partner agents in targeted locations.
A simpler message — and AI as a creative tool
This is Doutor Finanças’ third multi-channel campaign, but it differs from previous efforts by focusing more directly on homeownership, rather than solely on credit mediation.
“It’s a simpler, more direct message, starting with the dream of owning a home and explaining why financial preparation is key to acting fast and achieving that goal,” says Santos.
Creatively, the campaign also represents a turning point for the brand: it was produced entirely using artificial intelligence.
“Our goal was to experiment and understand both the potential and the current limitations of the technology,” Santos explains. “AI gave us a wide range of possibilities — from character selection to testing multiple visual concepts for the same idea.”
He also highlights the flexibility AI offers for future international rollouts, particularly as Doutor Finanças expands into new markets.
Limits still apply
Despite the advantages, the company acknowledges that AI is not without challenges. Santos points to issues with visual consistency across scenes, as well as difficulties synchronizing characters with dialogue and achieving natural movement.
Still, the door remains open for future use. “The possibility of using this technology again is always there,” he says. “But we don’t believe technology should replace ideas or messages. When it helps clarify or execute them better, it becomes a tool worth using.”
The campaign is running across television (generalist and cable), digital platforms (connected TV and online advertising), and Doutor Finanças’ franchise network, with media planning handled by EssenceMediaCom.
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