The Social Home Tour
Carvalho Hosken
Issue 26 | March 2013
Agency
Artplan
Creative Team
Art Directors: Augusto Correia, Moacyr Marques Copywriters: João Resende, Rodrigo Lopes Creative Directors: Gustavo Tirre, Alessandra Sadock Executive Creative Director: Roberto Vilhena
Production Team
Mock Up Designer: Osmar Souza Creative Developer: Leonardo Marçal
Date
From 7th December 2012
Background
Carvalho Hosken, one of the biggest construction companies in Brazil, wanted to launch its new high-value apartments on the concept of apartments “tailor-made.”
The problem was that the “made for you” platform had been used to exhaustion by just about every other brand in the country.
The challenge, then, was to say “tailor-made” in a way that was truthful and engaging.
Idea
When visitors wanted to look around the show home, they were required to use their Facebook login. This gave Carvalho Hosken access to their profile information, which was then used to make every visit to the apartment a unique and personal experience. All the displays within it showed photos the prospective buyers would recognize from their Facebook pages.
At the end of their tour, visitors received a phone call with a special discount. The experience could also be shared on Facebook.
Results
In the first phase of the Social Home Tour, 28% of the visits resulted in purchases (three times the usual rate).
43% of visitors shared their experience on Facebook; and the objective of demonstrating that every apartment really was tailor-made for its purchaser was achieved.
Our Thoughts
Isn’t it interesting how many and how varied are the different intersection points between the real and the virtual worlds?
Maybe the young don’t see the two as separate anyway?
The Brazilians in particular have been narrowing the gap, bringing social assets to life in real world situations with campaigns such as DDB’s C&A campaign (featured in Directory 24) where every ‘Like’ of an item could be viewed in a LED display on the coathangar in-store. And now this, a very clever way of making a visit to an impersonal show home personal.