Brookfield Incorporacoes Promo, Case study BROOKFIELD URBAN GALLERY by Ginga Interactive

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BROOKFIELD URBAN GALLERY

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Industry Real Estate
Media Promo & PR, Case study
Market Brazil
Agency Ginga Interactive
Art Director Gustavo Lima, Pedro Gama
Released September 2012

Credits & Description

Category: Corporate Communication
Advertiser: BROOKFIELD INCORPORAÇÕES
Product/Service: CONSTRUCTION / REAL ESTATE
Executive and Strategy Director: Pedro Del Priore (Ginga)
Operations and Media Director: Paulo Martinez (Ginga)
Chief Creative Officer: Andre Felipe (Ginga)
Art Director: Gustavo Lima (Ginga)
Art Director: Pedro Gama (Ginga)
Senior Planner: Eduardo Tavares (Ginga)
Director of Creative Production and Integrated Media: Naomi Covacs (Ginga)
Director of Technology and Interactive Development: Anderson Arboleya (Ginga)
Developer: Marcelo Andrade (Ginga)
Director of Mobile Strategy: Fabiano Destri Lobo (Ginga)
Production Assistant: Ana Eliza Abdalla (Ginga)
Assistant Art Director: Iasmin Alvarez (Ginga)
Assistant Art Director: Diogo Portugal (Ginga)
Curator: David Qiles Gilló (Rojo)
Production Company: Limite na Rede (Limite)
Media placement: Press Release - Diario De Sao Paulo - 23 October 2010
Media placement: Press Release - Veja Sao Paulo - 29 October 2010
Media placement: Press Release - O Globo - 5 November 2010
Media placement: Newspaper - Destak - 12 November 2010
Media placement: Newspaper - Destak - 19 November 2010
Media placement: Movie Theater - Kinomaxx - 12 November 2010
Media placement: Movie Theater - Kinomaxx - 19 November 2010
Media placement: Web Banner - Estadao.com - 23 October 2010
Media placement: Web Banner - Estadao.com - 5 November 2010
Media placement: Mobile Banner - Ad Mob Network - 5 November
Summary of the Campaign
Brookfield Incorporações is a result of a merger of 3 companies which have created one of the largest construction companies in Brazil. Our challenge was to promote and inform the general public about its arrival. We needed more then a simple campaign. We needed a permanent communication platform to engage and inform the public about Brookfield's brand and its values.
After selecting 5 Brookfield's projects on different major brazilian cities we have invited Rojo® art gallery and its artists to participate and curate the project. Brookfield's constructions sights walls have an average length of 250 meters. They were transformed into giants canvas where artists were able to create their one of a kind art peace for the campaign.
With the Brookfield Urban Gallery in place, we had created a campaign where media stunt was the leading strategy.
Main Results:
»Over 10 million people reached through the campaign.
»46 media vehicles published 97 stories about the project.
»Over R$ 2 million were generated in spontaneous media transmission and exposure.
»98% is the approval rate of the campaign
»A permanent communication platform has been created with its 2011 version already in process of execution
The Situation
Construction sights in major cities are places known by their noise, dust and most of all, ugliness. The neighborhoods where constructions are taking place suffer with these problems and don't really appreciate the companies in charge. So why not use those places to promote art and culture and show to the neighborhood and the entire city, that there is one company who is aware of the impact and responsibility its work has in the city and that she is willing to give it back somehow.
The Goal
The main goal was to promote Brookfield brand and its key values. Brookfield is a company which celebrates social responsibility, community values, cultural expressions and its very awareness about the impact of its work on cities and the society. We found that over 80% of people who live close to construction sights have very negative opinions about construction firms and how they conduct their business. Impressively, research shows that over 60% of city's population has a negative point of view on how construction firms conduct their business, especially demonstrating a lack of concern about its impact. We needed to start changing that.
The Strategy
The urban art movement has grown as a significant and popular subject all over the world. As soon as we were promoting a brand which construct and molds cities landscapes it was perfect to turn Brookfield Incorporações into a modern sponsor and patron of this movement. We wanted to create the biggest outdoor urban art gallery ever built in Brazil and promote art and content through out a corporate communication campaign.
After selecting 5 Brookfield's projects on different major brazilian cities we have invited Rojo® art gallery and its artists to participate and curate the project. Brookfield's constructions sights walls have an average length of 250 meters. They were transformed into giants canvas where artists were able to create their one of a kind art peace for the campaign.
With the Brookfield Urban Gallery in place, we had created a campaign where a media stunt was the leading strategy.
Execution
First we came up with an identity: Brookfield Urban Gallery
In september 2010, 5 Brookfield's construction projects have been selected in four major cities: Sao Paulo, Rio de Janeiro, Goiania and Brasilia. Their protection walls became a giant art piece and had received bluetooth machines to allow passers-by to download information about the project to their phone.
Rojo® has selected 5 artists - 3 international and 2 brazilian, to participate in the project. All the work processed has been recorded and transformed into a documentary. We have invited 35 bloggers to create special coverage. Every blogger published their coverage on the project's FaceBook page. During the 5 months creating the Brookfield Urban Gallery, strong PR work was executed contacting and informing national and local media about the project evolution and it was supported by a campaign using several media formats. Simultaneously, an internal marketing campaign was running in the companies' 6 offices.
Documented Results
» Over 10 million people reached through the campaign.
» 46 media vehicles published 97 stories about the project.
» Over R$ 2 million was generated in spontaneous media transmission and exposure.
» 98% is the approval rate of the campaign in a research with Brookfield Incorporações’ consumers, employees, press, and the commercial team.
» Development of an integrated communication platform, linked directly with the company’s marketing, with 2011’s edition of Brookfield Urban Gallery already under way.