Propy Sabre Award

How the World's 1st Blockchain-Powered Real Estate Deal changed the media landscape. TOP Agency won Propy — a blockchain real estate company — a Gold SABRE Award

In 2017, cryptocurrency exploded onto the scene. But despite its trending popularity, most people still don't understand what cryptocurrency really is. To position our client Propy — a blockchain-powered real estate marketplace — as a leader in the blockchain space, we knew we needed to win broad consumer awareness. In other words, we needed to ground cryptocurrency in reality. Working with Propy, TOP Blockchain devised a plan to facilitate the sale of two high-profile homes — all digitally, with no paperwork whatsoever — to demonstrate that it's possible to buy real, tangible assets with cryptocurrency. Our two viral real estate PR stunts won Propy a Gold SABRE Award — and a landslide of media hits.

#Winning Moments: 

  • 2018 Gold SABRE Award: Real Estate and Construction Industry Sector
  • $4.8 million in ad buy generated
  • 2 billion impressions
  • 6 countries covered Propy
  • 300 hits in local, national, and international media outlets
  • Top-tier hits: Wall Street Journal, USA Today, Inc., The Hill, ABC, CBS, CNBC
  • Backed by Michael Arrington, founder of TechCrunch
  • Propy.com visited by users from 100+ countries

Here’s how it went down:

  1. The world's first international property purchase on blockchain

    As the first viral real estate stunt, TOP Blockchain partnered with the founder of TechCrunch, Michael Arrington, to facilitate the world’s first-ever international property purchase on the blockchain of a stylish condo in Kiev, Ukraine. More than just name-dropping a celebrity, we leveraged Arrington’s deep expertise in technology and startups to prove Propy’s legitimacy — he’s been named “One of the World’s 100 most influential people” by TIME and one of the most powerful people on the Internet by WIRED. Over 150 publications, including The Hill, Newsweek, New Scientist, and MarketWatch rushed to cover the unique story. It was especially popular with international publications, earning direct media coverage from 6 different countries and drawing users from 100+ different countries to Propy’s website.

  2. America's first property purchase on blockchain

    Next, we leveraged a topic that always gets major media coverage: the National Football League. TOP Blockchain & Propy helped conduct America’s first-ever real property purchase on the blockchain. And this wasn’t just any house. It was an iconic “Packer House” — one of 6 homes surrounding the Green Bay Packers’ Lambeau Field in Green Bay, Wisconsin. By honing in on this unusual real estate transaction with a hook that was sure to generate news, TOP Blockchain created over 2 billion impressions in over 150 major local, national, international media outlets.

  3. Propy's first SABRE Award

    Not only did we prove that it’s possible to buy and sell real estate on blockchain, TOP Blockchain put Propy in the international spotlight. To keep the wins rolling, we submitted our campaign to the 2018 North American SABRE Awards. We landed a Gold SABRE Award in the Real Estate for Propy — our campaign was selected out of over 2,000 entries! Serving to designate the best public relations agencies in America, the SABRE Awards were the linchpin in demonstrating TOP Blockchain’s world-class engagement, credibility, and relationship building-ability — as endorsed by our historic success with Propy.