Rossi Residencial Outdoor OPEN AIR BOOK by Leo Burnett Tailor Made Sao Paulo

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OPEN AIR BOOK

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Industry Real Estate
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Creative Director Ruy Lindenberg
Art Director Andre Kirkelis, Alexandre Rato Pagano, Vinicius Valeiro
Copywriter Tomás Correa
Released August 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: ROSSI RESIDENCIAL
Product/Service: FIATECI
Agency: LEO BURNETT BRASIL
Date of First Appearance: Aug 10 2010
Entrant Company: LEO BURNETT BRASIL, São Paulo, BRAZIL
Creative Director: Ruy Lindenberg (Leo Burnett)
Art Director: Alexandre Pagano (Leo Burnett)
Art Director: Andre Kirkelis (Leo Burnett)
Art Director: Vinicius Valeiro (Leo Burnett)
Copywriter: Tomas Correa (Leo Burnett)
Media placement: Outdoor - Streets - 10/08/2010
Media placement: Internet - Fiateci - 10/08/2010
Media placement: Promo - Stores - 10/08/2010

Insights, Strategy & the Idea
To launch a real estate development in an old industrial area, the 4th District in Porto Alegre. A neighbourhood made up of stories of people who helped build the city. Unfortunately, today, it’s an abandoned place degraded by time. How to attract people to know a new development in a neighbourhood such as this? How to start changing the image of the place? What to do so that people believe in the possible revitalization of the neighbourhood.
The idea was to build culture through billboards so that people could get to know about the neighbourhood under another viewpoint.

Creative Execution
We transformed the billboards spread around the neighbourhood into a giant book, in a literary circuit that led to the development. To do so, we invited the writer Fabricio Carpinejar and made the first open air book. The pages began in the neighbourhoods around went through the important spots in the industrial area leading to the sales stand. The location for each billboard was essential to have an interesting circuit. Besides, the place where each page was set worked as a backdrop for the storyline. The internet, PR strategy and a promotion helped to disseminate the book which soon became an attraction in the city.

Results and Effectiveness
Guided by the open air book, an average of 500 people visited the sales office daily. The book became a cultural program for the city and not just in the neighbourhood and was mentioned in the agenda of newspapers and magazines. People began believing in the revitalization of the neighbourhood and realized that culture may be the way to do it. Hundreds of stories were posted on the site and the published book arrived with 40,000 copies printed.
After three months, more than half of the development had already been sold.