"Let’s Colour” has put into practice Coral's mission to add color to people's lives, transforming touristic and historical sites in Brazil. The movement brought together members of the community, employees, trendsetters, public figures and the government to promote an urban acupuncture and awaken the sense of preservation in those involved.

1,145 projects were carried out in 4,237 buildings, using 613,000 liters of paint and impacting 31 million people. Altogether, 2,316 new painters were trained, creating new job opportunities for many. The initiative reached 90% of Brazil’s territory, and in 2013 it visited a riverside community of Amazonas. One of the challenges was to paint heritage sites, which involved negotiations with preservation institutions.

Coral was also ahead of talks with the communities to reach the best solution for each building. The action became television commercials, though costing 10 times less, and Coral ended up creating more powerful films to tell its history. The spontaneous media increased by 650%, since artists and athletes also helped to paint the communities were involved in the action. There were over 1.6 million interactions with the brand on social networks - the request for a painting project in João Pessoa came by this means.

Sales increased by 31% in cities visited by the action. The return over investment was 500%, with 19% increase in brand consideration; 14% in spontaneous awareness and 6% in market share.

In five years, the project visited 24 states (90% of the country). The thousandth painting was celebrated in november 2013. The incentive transformed historically relevant locations like the Pelourinho, Paraty and Ouro Preto.

Many of the buildings were listed heritage sites, which led to a rapprochement with agencies responsible for preservation. The negotiations increased year by year.

Another highlight was the participation of the communities: around 300,000 families displayed banners in their houses requesting the painting.

On social network there were more than 2.5 million interactions and one movement, to take the project to João Pessoa, grew on this platform. The brand started using Facebook to invite people to participate in the monthly “joint efforts” to paint Santa Marta.

Coral has been painting that community since 2012. Since 2013, the evolution of the project has prompted public figures to search out the brand and request the renovation of socially relevant spaces.

Highlighting the participation of the communities: around 300,000 families displayed banners in their houses requesting the painting. On social network there were more than 2.5 million interactions and one movement, to take the project to João Pessoa, grew on this platform.

650% increase in spontaneous media U$55 million in free media (500% ROI) 1.6 millions of interactions with the brand in social networks 14% - Increase of spontaneous awareness 6% - Increase of market share 19% - Increase of brand consideration 31% - Increased sales where the action took place