TelhaNorte is Brazil’s leading construction store chain. With more than half a million square feet of flooring and surfaces sold annually, it’s the #1 choice for customers who are looking to build or remodel their homes.To increase sales and bring the brand closer to younger consumers who are not yet thinking of building or remodeling, we needed a big idea. We were aware of the fact that our target was young people who were heavy users of social networks, and the best way to get through them was via their own habitat: Facebook. We decided to link the images users post on Facebook to Telhanorte’s leading product in sales: the tile. We created the Social Wall, an application linked to Facebook, which allowed users to pick pictures from their profiles, albums or their friends’ profiles, format them to their liking and print them on tiles. This way, their social memories materialised and were displayed on their home walls

The application has brought a new meaning to social networks, materializing the benefits from the virtual world and delivering them to the user. The typical photo wall becomes your home wall; and the social characteristic of the network inspired the collection of photos converted into wall tiles.

In order to make the product known and accessible, we decided to participate in one of the most popular Brazilian TV shows, Caldeirao do Huck. We did it by inserting the TV host into the marketing initiative context. We took advantage of the segment theme similar to Extreme Makeover, and had the host introduce the product as the special touch needed in a family’s new home.

The client was very happy with the results. Young people now look at Telhanorte as an innovative and trusted brand. More than 28 thousand Facebook users built their Social Walls, and it had more than 1 million page views. More than 80 thousand tiles were printed and delivered to clients. The product is now part of the Telhanorte’s inventory and sales are still increasing.