COLLABORATIVE BUILDING by DraftFCB Sao Paulo for Gafisa

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COLLABORATIVE BUILDING

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Industry Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market Brazil
Agency DraftFCB Sao Paulo
Executive Creative Director Benjamin Yung Jr., Ricardo John, Andre Pallu, Roberto Rezende
Creative Director Camila Dammann
Art Director Bruno Brasil
Copywriter Joao Nogueira
Digital Creative Director Mauro Ramalho
Released August 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: GAFISA
Product/Service: GAFISA
Agency: GIOVANNI+DRAFTFCB
Copywriter: João Nogueira (Draftfcb Brasil)
Art Director: Bruno Brasil (Draftfcb Brasil)
Digital Art Director: Carlos "juca" Santos (Draftfcb Brasil)
Creative Director: Camila Dammann (Draftfcb Brasil)
Executive Creative Director: Benjamin Yung Jr. (Draftfcb Brasil)
Executive Creative Director: Ricardo John (Draftfcb Brasil)
Digital Head Of Art: André Mancini (Draftfcb Brasil)
Digital Creative Director: Mauro Ramalho (Draftfcb Brasil)
Media Director: Alexandre Ugadin (Draftfcb Brasil)
Media Director: Roberto Souza Lima (Draftfcb Brasil)
Media Director: Renato Fachin (Draftfcb Brasil)
Media Director: Fabio Tachibana (Draftfcb Brasil)
Media placement: Newspaper - 8 Ads - Folha De São Paulo And O Estado De São Paulo - 18 June 2011
Media placement: Radio - 3 Spots - CBN FM, Nova Brasil FM And Metropolitana FM - 20 June 2011
Media placement: Magazine - 8 Ads - Época And Veja - 18 June 2011
Media placement: Pay TV - 1 Spot - 24 Special Contents - RECORD NEWS, CNN, FOX, FX, TNT, DISCOVERY, SPORTV, TELECINE PIPOCA, UNIVERSAL CHANNEL And WARNER - 20 June 2011
Media placement: Open TV - 1 Spot - RECORD NEWS - 20 June 2011
Media placement: Indoor Media - 18 Ad - Elemidia - 18 July 2011
Media placement: Internet - Facebook - 16 June 2011
Media placement: Internet - MSN, Globo.com, Google - 19 June 2011
Media placement: Internet - Hotwords - 20 June 2011
Media placement: Internet - Editora Abril / Casa.com - 19 August 2011

Describe the objective of the promotion.
The focus was changing Gafisa's image from a passive brand to a pioneer in innovation, creating a relationship with its target. After research conducted by Millward Brown, Gafisa was perceived as a company that delivered quality, but was labelled as an old and non-innovative brand, distant from its consumers. Constructing the first building ever made by consumers came from this insight. This allowed the target audience to say what they want to the brand, and receive it back- thus creating a relationship.

Describe how the promotion developed from concept to implementation.
The strategy was based on 'The Collaborative Building' - a construction designed by consumers. The campaign started within the internet: a fan-page for the audience, where they could suggest things they wanted in their new house.
Special Programs on Discovery Channel tested the suggested ideas. Different kinds of media were integrated: a tool transformed typed words by the internet users in ads which ran in magazines. Media in elevators brought the best ideas' illustrations, radio spots were recorded by consumers, and Gafisa sponsored one of the biggest music events in Brazil: Planeta Terra, where people experienced other ideas in person.

Explain why the method of promotion was most relevant to the product or service.
After research conducted by Millward Brown, Gafisa was perceived as a company that delivered quality, but was labelled as an old and non-innovative brand, distant from its consumers. So, why can’t Gafisa build something together with its target? The idea to construct the first building ever made by consumers came from this insight. This allowed the target audience to say what they want to the brand, and receive it back- creating a relationship. Everyone has a dream house in their minds. We gave consumers the opportunity to make that dream come true and actually construct the building of their dreams.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign was really successful, furthermore, when we see how the consumers interacted with the brand. Actually the audience constructed it, feeding back with ideas all different types of media. The fan-page has registered 1m post views, received 39,000 'likes', and 3,000 ideas. Considering all media, more than 38m people were impacted.
In one year: purchase intent increased 42%; 34% of respondents had a better image of the company; an additional 56% people know Gafisa; and sales increased by 92%. The apartments go on sale in the second half of 2012.