Culmia Escape uses entertainment, gamification, and experiential marketing to make housing more accessible to new audiences. The real estate developer is embracing an innovative branded content format—developed in collaboration with the agency Be a Lion—to connect with new types of buyers through digital entertainment. The campaign will feature well-known personalities, including Xuso Jones and Ale Agulló, who will help boost the campaign’s visibility, and TV host Joaquín Prat, who will serve as the campaign’s host.
July 15, 2025 – Culmia, the real estate platform that brings together all the housing solutions on the market, presents “Culmia Escape – The Key to Your Destiny,” an original brand entertainment campaign that transforms a home into the setting for a reality TV-style competition. The goal: to raise awareness of its housing developments in a unique way that connects with new audiences, especially young people.
The campaign was conceived by an agency specializing in entertainment content Be a Lion, and represents the developer’s firm commitment to innovative formats in the field of experiential marketing and audiovisual content creation. Culmia Escape will unfold in three phases. In the first phase, which has just begun, an open call has been launched to find participating couples, who must register through the contest website and upload an introductory video by July 31. Nine couples will be selected from among all the applications received, and they will move on to a phase of elimination tests and challenges. The three finalists will participate in a final challenge: escaping from a house by overcoming challenges, puzzles, and riddles—much like an escape room—to win a prize of €10,000, while the two runner-up couples will each receive €1,000.
With a digital amplification strategy focused on social media and content creators such as Xuso Jones and Ale Agulló, the campaign will also feature the popular television personality Joaquín Prat, who will serve as the guide for the experience.
The campaign, which combines entertainment, user-generated content (UGC), and co-creation, is part of Culmia’s commitment to making homeownership more accessible to young people while also showcasing its wide range of developments through new formats that are more relatable, dynamic, and emotionally engaging.
With this initiative, Culmia is solidifying its position as an innovative developer in the field of communication as well, pushing the boundaries of real estate storytelling and embracing participatory content as a means to build connections and raise brand awareness.
According to Cristina Ontoso, Culmia’s Sales and Marketing Director, “At Culmia, we’ve been exploring new avenues of communication for some time now—ones that allow us to connect with people through more emotional, engaging, and relevant formats, while also showcasing our product in a different way. Our commitment to entertainment and experiential content, such as Culmia Escape, is a natural evolution of a strategy that has always sought to go beyond the commercial message, reaching our customers where they are and in the language they use. This initiative represents a new way of understanding how a brand can add value through innovation, connection, and entertainment.”
The project has just begun its first phase, opening up the casting call for participating couples. The finalists will be selected in August, and the final round of challenges will take place in September. All episodes and the winners of this challenge will be announced on Culmia’s own channels between September and October.
Get a sneak peek at what’s to come. Don’t miss the Culmia Escape teaser.
