Outdoor ad: Fontvieille: The Social Home Tour

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Top 6: July 18th 2012

Artplan Brazil had a challenge in our hands: sell a new real estate venture based on the tailor made concept in a market that is always promising a "home made for you". We used the decorated model apartment as platform – in Brazil it's common to have a model apartment open for visitation and selling before its construction.

A ambient media/POP strategy that uses technology to reach people emotionally. To schedule a visit to the model apartment, visitors had to use their Facebook login. That guaranteed us access to their profile information, which we transformed into ingredients for a unique experience. The apartment was then automatically customized for each visit. By the end of the tour visitors also received a phone call with a special discount, and the experience could be shared on Facebook.

Using technology and Facebook, we introduced visitors to their future homes already filled by their emotional memories. During the period the tour took place, 28% of the visits resulted in purchases (3x the usual rate); 43% of the visitors shared their experience on Facebook; and the goal was achieved in a special manner: demonstrating it was actually tailor made for each one of them.