AUGMENTED REALITY by Leo Burnett Tailor Made Sao Paulo for Rossi

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Agency Leo Burnett Tailor Made Sao Paulo
Art Director Daniel Kalil
Copywriter Martim Baffi, Michel Zveibil
Released April 2010

Credits & Description

Category: Best Use of other Digital Media in a Promotional Campaign
Advertiser: ROSSI
Product/Service: CONSTRUCTION
Date of First Appearance: Apr 23 2010 12:00AM
Entrant Company: LEO BURNETT BRASIL, São Paulo, BRAZIL
Entry URL:
Creative Vice President: Ruy Lindenberg (Leo Burnett Brasil)
Art Director: Daniel Kalil (Leo Burnett Brasil)
Copywriter: Michel Zveibil (Leo Burnett Brasil)
Copywriter: Martim Baffi (Leo Burnett Brasil)
Flash Developer: Israel Comar (Leo Burnett Brasil)
Programmer: Dante Klausoon (Leo Burnett Brasil)
Accounting Director: Celina Freitas (Leo Burnett Brasil)
Accounting Manager: Juliana Seabra (Leo Burnett Brasil)
Accounting Supervisor: Carlos Lopes (Leo Burnett Brasil)
Media Director: Ana Baraldi (Leo Burnett Brasil)
Media Supervisor: Leonardo Gomes (Leo Burnett Brasil)
Planning Vice President: Patricia Weiss (Leo Burnett Brasil)
Planning Director: João Gabriel (Leo Burnett Brasil)
Planning Manager: Tiago Lara (Leo Burnett Brasil)
Media placement: Out of home - project launch - 23 april 2010

Describe the objective of the promotion.
Launch a new apartment building by Rossi - one of the largest construction companies in Brazil - adding the value of technology to it.

Describe how the promotion developed from concept to implementation
We recognised an opportunity to use technology to solve an annoyance felt by costumers that buy apartments before the construction: they spend lots of money on something they won’t be able to see in less than 3 years.

Describe the success of the promotion with both client and consumer including some quantifiable results
80% of the developments were sold

Explain why the method of promotion was most relevant to the product or service
Mentions all over the Internet. A broadcast report, spontaneously made by an important network. The world's tallest use of augmented reality ever - over 70 metres. 100% of the 180 units sold in one weekend.