Carvalho Hosken Promo, Case study THE SOCIAL HOME TOUR by Artplan Rio de Janeiro

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THE SOCIAL HOME TOUR

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Industry Construction & Civil Engineering
Media Promo & PR, Case study
Market Brazil
Agency Artplan Rio de Janeiro
Executive Creative Director Roberto Vilhena
Creative Director Hugo Monteiro, Gustavo Tirre, Alessandra Sadock
Art Director Moacyr Marques, Augusto Correia
Copywriter Rodrigo Lopes, João Resende
Released February 2012

Credits & Description

Category: Best Launch or Re-launch
Advertiser: CARVALHO HOSKEN
Product/Service: FONT VIEILLE
Agency: ARTPLAN
Executive Creative Director: Roberto Vilhena (Artplan)
Creative Director: Gustavo Tirre (Artplan)
Creative Director: Alessandra Sadock (Artplan)
Creative Director: Hugo Monteiro (Artplan)
Art Director: Augusto Correia (Artplan)
Art Director: Moacyr Marques (Artplan)
Copywriter: Rodrigo Lopes (Artplan)
Copywriter: João Resende (Artplan)
Director/Editor: Kiko Poggi (Poster Filmes Ltda)
Account Manager: Mauro Lopes (Artplan)
Account Manager: Andre Mello (Artplan)
Planner: Marco Antônio Vieira Souto (Artplan)
Planner: Ricardo Lopes (Artplan)
Agency Producer: Ana Ourique (Artplan)
Agency Producer: Rafaella Leme (Artplan)
3d Artist: Marcello Pereira (Artplan)
Mock-Up Designer: Osmar Souza (Artplan)
Production Company: Poster Filmes (Poster Filmes)
Media placement: Digital PR - Facebook - 23 February 2012
Media placement: Consumer PR - Decorated Model Apartment - 23 February 2012

Summary of the Campaign
To create an emotional connection with their target, Real Estate companies intend to ensure their products are 'made for you'. When Carvalho Hosken, one of the biggest Brazilian construction companies, launched its brand new high value venture FontVieille, built up under the tailor-made concept, they also wanted their customers to feel like this. But their target was an up-to-date public, very used to this kind of speech. So, we had to find a way of proving this so much overworked attribute to a highly demanding target. We decided to take this argument literally and created a new way of visiting a model apartment: The Social Home Tour.

To schedule a visit, people had to use their Facebook login, which gave us access to their profile information. This way, we could customise digital gadgets in the apartment to show their own interests when the visits were taking place. Digital portraits, TV screens and desktop computers were all connected through Wi-fi, so this customisation was made automatically, causing no further efforts to realtors.

This way, every experience in The Social Home Tour was unique. The strategy proved to be right with the results showing a change of attitude that tripled the usual rate between visits and purchases and stimulated visitors to share their experience on social networks, which was useful to spread the promise of a tailor made venture.

The Situation
Carvalho Hosken is one of the biggest Brazilian construction companies. Its new venture, FontVielle, was a high value condo in a very expensive area in Rio de Janeiro. With the upcoming Olympic Games and World Cup in the city, real state market was booming, demanding special efforts in communication.

But the main characteristic of the venture, the tailor made concept, is an attribute widely used by other competitors. To prove this so much overworked attribute to a highly demanding target, we had to make this speech come true and guarantee people would feel it while visiting the model apartment.

The Goal
Our objective was to make FontVielle’s tailor made concept visible to the target, in a market where a lot of companies use the same promise. Offering customisable ground floor, help of professional interior designers and others traditional resources were not enough any more. Potential buyers for the units were high demanding people, very into technology and up to date to what’s happening in the world. To change their attitude over the tailor made concept, we had to make sure it would be exposed in a way they would truly believe in.

The Strategy
Real estate market companies in Brazil are not very into social networks. Their communication strategy used to include only traditional media, which doesn’t help positioning them as innovative brands. Carvalho Hosken then became a pioneer with what was called The Social Home Tour.

Using only Facebook information and Wi-fi gadgets, FontVieille’s model apartment then became a real sample of 'made for you'. In order to do that, we made sure visitors were surrounded by their own interests from the moment they entered the apartment. And so they could start foreseeing the place as their home. The possibility to share the experience triggered word of mouth which gave credentials to the venture and the brand.

Execution
During the launching month of FontVieille’s model apartment, visitors had to use their Facebook login to schedule a visit, granting us access to their valuable profile information. The Social Home Tour then included many surprises such as: background music from a band the visitant had liked; recent shared videos on the apartment's TV; Facebook album pictures in every portrait; and the best route to work exposed at the office’s computer. In the end, customers that answered their home phone, got a special discount. Their experience could also be shared on Facebook. In this case, customisation on simple details made all the difference, surprising a public who may have expected to meet more of the same while visiting the model apartment. People perceived it as a real tailor made venture and a favourable environment was created to evaluate the deal.

Documented Results
In opposition to the usual experiences in model apartments, visitors of The Social Home Tour demonstrated real interest at each room they were entering. After all, there could always be one more surprise that they wouldn’t want to miss. This way, the model apartment was visited without hurry, expanding time for explanation and promotion.

During the period The Social Home Tour took place, 28% of the visits resulted in purchases which means 300% the average for this kind of real state venture in Brazil. 43% of the visitors shared their experience on the Facebook. The Social Home Tour proved to be a good consumer engagement tactic. It resulted in a clear change of perception, tangible by the results. Besides that, The Social Home Tour not merely worked as a sales enhancer, but as a valuable way to gain consumers' trust in a very discredited market.