Nova Engenharia Promo LIVE AND PRESERVE by Pro Brasil Propaganda

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LIVE AND PRESERVE

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Industry Public awareness
Media Promo & PR
Market Brazil
Agency Pro Brasil Propaganda
Art Director Frederico Gontijo, Flaviano Souza
Copywriter Alexandre Level, Alexandre Santos
Producer Marcia Cancado, Ester Junia
Photographer Leandro Bifano
Released October 2010

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: NOVA ENGENHARIA & SANTA BÁRBARA
Product/Service: CONSTRUCTION
Agency: PRO BRASIL PROPAGANDA
Date of First Appearance: Oct 8 2010
Entrant Company: PRO BRASIL PROPAGANDA, Belo Horizonte, BRAZIL
Creative Director: Alexandre Level (Pro Brasil Propaganda)
Copywriter: Alexandre Santos (Pro Brasil Propaganda)
Copywriter: Alexandre Level (Pro Brasil Propaganda)
Art Director: Frederico Gontijo (Pro Brasil Propaganda)
Art Director: Flaviano Souza (Pro Brasil Propaganda)
Creative Planner: Caule Rodrigues (Pro Brasil Propaganda)
Account Manager: Mariane Medeiros (Pro Brasil Propaganda)
Planner: Suzana Schneider (Pro Brasil Propaganda)
Media Director: Claudia Brandão (Pro Brasil Propaganda)
Producer: Marcia Cancado (Pro Brasil Propaganda)
Graphic Designer: Leonardo Sousa (Nono Brands)
Graphic Designer: Marcos Breder (Nono Brands)
Graphic Designer: Rodrigo Marchezine (Nono Brands)
Graphic Designer: Weverson Mamedio (Nono Brands)
Graphic Designer: Silvia Noronha (Nono Brands)
Photographer: Leandro Bifano (Dois Por Um)
Producer: Ester Junia (Lafaete Cacambas)
Gardner: Monique Rocha (Armazem Verde)
Media placement: Dumpster Exhibition - Belo Horizonte's nober zone - 7 November 2011

Describe the objective of the promotion.
Live and preserve: don't waste this opportunity

Challenge - Present a different alternative to land occupation. Draw the attention of city dwellers to gated communities where nature preservation is sine qua non: a clause in the contract allows for construction on just 10% of each property, which measures 40 thousand square meters average.

Describe how the promotion developed from concept to implementation.
Solution - Belo Horizonte is going through a real estate boom. New buildings and towers are changing the city landscape, which used to be so bucolic and calm. To show that this growth has a price, we placed dumpsters in some areas with trees planted inside. Written on the dumpsters, the sentence: "Nature has less and less space in the city. In the Sanctuary it's different". And "Is it possible to build without knocking trees down? In the Sanctuary it is."

Explain why the method of promotion was most relevant to the product or service.
Thus, we showed there is a different way to live, where both man and nature find their space.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Result - The action took place for just a week. During this time, contacts through the website and phone increased 237%. On the weekend after the action, the "Sanctuary Serra da Moeda" received 120% more visitors. And the most important: 12 deals were closed. An amazing figure when we think about 120 properties only, at an average price of R$ 600 thousand each.