Media > Use of Media
LIFE SIZE 1:1 FLOOR PLAN
PUBLICIS SALLES NORTON, Sao Paulo / GAFISA / 2004
Awards:
Overview
Credits
OVERVIEW
Audience
Sell the apartments of a luxurious condominium in the city of São Paulo: Villaggio Panamby.
Effectiveness
Many of the people who passed by the event showed interest in purchasing an apartment and were taken by real estate agents to visit the site. The life-size floor plan was responsible for more than 30% of the sales that were made while the event was going on.
Execution
The floor plan in actual scale measured 160m2 (480 square feet) and included not only the typically illustrated furniture of this kind of floor plan, but also real furniture, placed in every room. In the bathroom of the master suite, for example, a bathtub was installed, in which a woman took a bath every half hour. There was also a mimic who walked around the floor plan, imitating the actions of a resident: sitting on an imaginary chair, reading an invisible newspaper, preparing a meal in the kitchen, etc.
MediaEffort
Taking the opposite route from the traditional real estate market, the action literally involved the consumer when he was completely accessible and unworried, without the characteristic competition of the newspaper media. For the first time, people were able to experience what it was to be in a high quality apartment, without having to go all the way to the construction site in order to visit a furnished model.
MediaStrategy
Surprise people and incite them into 'experiencing' the actual space of an apartment in the Villaggio Panamby, using a new and totally unexpected media: a life size 1:1 floor plan of the apartments printed in the lobby of Morumbi shopping mall, in the same neighborhood as the new building, and one of the most sophisticated and visited malls in the city.
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