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.

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 1 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.