PROJECT TYPE
DEVELOPER
RESIDENTIAL
GAFISA SA
LOCATION
ARCHITECT & INTERIOR DESIGN
RIO DE JANEIRO, BARRA DA TIJUCAS BEACH | 2020
FEU ARQUITETURA
CASÉ LIMA ARQUITETURA
PAOLA RIBEIRO
SALES CENTER
3D RENDERINGS
PROJECT, CONCEPT, TECHNOLOGIES, MARKETING MATERIAL AND EXPERIENCE
3D RENDERINGS AND FILMS, VIRTUAL APARTMENTS 360, VIRTUAL BALCONY VIEWS FROM EACH UNITY, VR AND AR.
MARKETING CAMPAIGN
ART DIRECTION, GRAPHIC DESIGN, STRATEGY, BRANDING, PRINTABLES, BROCHURES, ADS
DIGITAL DEVELOPMENT
PRE-LEADS CAMPAIGN, LANDING PAGE, MEDIA STRATEGY
GAFISA IS BACK IN RIO DE JANEIRO
"GAFISA WAS BORN IN RIO. IT KNOWS EVERY SQUARE METER OF THE WONDERFUL CITY. THE GAFISA ENTERPRISES ARE SO INTIMATE TO THE CARIOCAS THAT THEY ARE CALLED BY THE NAME. NOVA IPANEMA, NOVO LEBLON, MUNDO NOVO... WHO DOESN'T KNOW IT? CLUBS, RESIDENTIAL FLATS, AND PLANNED NEIGHBORHOODS/GATED COMMUNITIES. TOTALLY IN BRAZIL" (PART OF THE ADVERTISING CREATED)
WITH THIS CALL-TO-ARMS IN BRAND DEFENSE IN NEWSPAPERS, MAGAZINES, SOCIAL MEDIA, AND WEBSITES, WE SET THE STEPPINGSTONE TO THE COMING BACK OF THE BRAND THAT HAS ALWAYS BEEN A REFERENCE IN INNOVATION, AND WE SET NEW MARKET TERRAIN FOR THE ARRIVAL OF THE ENTERPRISE.
STARTING POINT
WE WERE ENGAGED WITH THIS PRODUCT FROM THE GET-GO SINCE THE FIRST STAGES OF CONCEPT DEVELOPMENT. WE COULD TELL BY THEN IT WAS A UNIQUE PRODUCT ON THE MARKET WITH NEVER-BEFORE-SEEN CHARACTERISTICS. EXTREMELY EXCLUSIVE AND DISTINGUISHED, ONLY 45 UNITS AT A PRIME LOCATION THAT HIGHLIGHTS IT IN THE “FOR THE FEW” HALL. BEACHFRONT PROJECT AT THE BEST SPOT OF BARRA DA TIJUCA BEACH, AMONG THE ALREADY WELL KNOWN AND EXCLUSIVE GOLDEN GREEN AND OCEAN FRONT DEVELOPMENTS, CYANO IS BORN A LANDMARK IN THE HIGH-END DEVELOPMENT SEGMENT IN RIO DE JANEIRO. WITH ALL THESE ATTRIBUTES, CYANO SETS ITS FIRST STEPS WITH A STATUS THAT TANGIBLES THE CONCEPT: “HANGING MANSIONS IN FRONT OF THE SEA OF BARRA”.
STRATEGIC PLANNING
WITH THE KNOWLEDGE THAT THE TARGET AUDIENCE ALREADY HAVE TIES TO THE REGION AND ARE FAMILIAR WITH ITS BEST FEATURES, WE CREATED A MARKETING STUNT WELCOME ACTION ON ARRIVAL, CONSISTING OF A BOOK WITH 45 NUMBERED PHOTOS SPECIALLY COMMISSIONED TO A CONSECRATED PHOTOGRAPHER TO CELEBRATE THE DEVELOPMENT AND TO SET THE EXCLUSIVE TONE, AFTER ALL, THERE WERE ONLY 45 UNITS IN THE ENTIRE PROJECT
MARKETING CAMPAIGN
WE’VE CREATED BRANDING, NAMMING, BRAND IDENTITY AND THE CONCEPT "FRONT-TO-THE SEA SUSPENDED MANSIONS" WHICH BECAME PRACTICALLY THE WAY IN WHICH THE MARKET BEGAN TO REFER TO THE ENTERPRISE ALIGNING WITH WHAT WE DEFEND THE MOST, THE PRODUCT AS THE CENTER OF ALL PROCESS.
THE COLOR, TIFFANY BLUE, FURTHER STRENGTHENS THE PREMIUM AND EXCLUSIVE POSITIONING WITH THE CUSTOMER. WE SPREAD THE COMMUNICATION IN DIFFERENT MEDIAS, NEWSPAPER, BOOK AND AN ONLINE CAMPAIGN WITH FACEBOOK, GOOGLE ADS, WEBSITES, EMAIL MKT, WHATSAPP, AMONG OTHERS.
3D RENDERINGS
WHENEVER DEALING WITH AN OUTSTANDING PRODUCT, THE IMAGES NEED TO CAUSE AN EVEN GREATER IMPACT THAN THE USUAL. WE USES TOGETHER ART, PHOTOGRAPHY, COMPOSITION, MOOD AND A CLOSE LOOK TO DETAILS TO QUALIFY THE EXPECTATION AND EXCLUSIVENESS OF THIS PRODUCT. THE PRODUCT-THEMED SHORT FILMS WERE ALL CREATED, AND PREPARED FOR SOCIAL MEDIA, AFTER ALL, THE PRODUCT BY ITSELF IS DEEPLY DELIGHTFUL AND EXPLORE IT IN THE BEST WAY WAS OUR GREAT CHALLENGE.
SALLES CENTER & TECHNOLOGIES
WE STUDY THE MOST EXCLUSIVE POINT OF PURCHASE EXPERIENCES, BRINGING ONLY PRE-SCHEDULED VISITS AND A PROJECT THAT IS AN ACTUAL VIP LOUNGE, WHERE, IN A PRIVATE TOUR, YOU CAN HAVE A UNIQUE AND ENCHANTING EXPERIENCE OF THE PRODUCT.
WE ADD TO THAT SOME TECHNOLOGIES AND EXPERIENCES AS A 3D-GENERATED TOUR OF EACH UNIT, AUGMENTED REALITY, AND INTERACTIVITY MAKING EASIER VISUALIZATION AND A MORE TANGIBLE EXPERIENCE.
ALLIED WITH THE TECHNOLOGY BRANCH, WE CREATED A DECK WHERE THE CUSTOMER EXPERIENCES THE SCENERY AND VISITS A PHYSICAL DECORATED APARTMENT FACING THE SEA THAT IS ADORNED BY THE VIRTUAL VIEW OF OTHER UNITS AND OTHER BLOCKS DECORATED APARTMENTS.
REAL BALCONY VIEWS
IN ADDITION TO THE DIFFERENTIATED LOCATION AND THE OUTSTANDING STANDARD, ONE OF THE GREATEST VALUE FACTORS OF CYANO ARE THE VIEWS FROM EACH APARTMENT.
IN ORDER TO PROVIDE MORE SAFETY TO THE REAL ESTATE INVESTOR, WE CRAFTED A KALEIDOSCOPE OF DRONE-MADE PHOTOGRAPHS ATTACHED TO THE 3D MODEL IN A WAY THAT EACH BUYER MAY HAVE THE EXACT SENSATION OF THEIR BALCONY’S VIEW AND ITS RELATIONSHIP WITH BOTH SURROUNDINGS AND PROJECT.
INTERACTIVE 360 APPARTMENT
OUR SALLES STARTED AFTER THE BEGINNING OF THE PANDEMIC AND NOTHING COULD BE MORE IN TUNE TO THE NEW CHALLENGES THAN TAKING THE WHOLE SALLES EXPERIENCE TO THE DIGITAL, SO WE PUT TOGETHER AN APP THAT ALLOWS YOU TO STROLL THROUGH OUR STAGED VIRTUAL APARTMENTS, WATCH VIDEOS AND GET TO KNOW OUR CHARMING PROJECT.
SALLES SUPPORT
OUR WORK IS NOT FINISHED WHEN THE SALLES PROCESS STARTS. DESPITE THE HUGE SALES SUCCESS THAT WAS CYANO PROJECT, WITH OVER 120 MILLIONS SOLD IN JUST 2 MONTHS, OUR WORK CONTINUES.
ALL OUR SALES MONITORING, CUSTOMER VISITS, AND READJUSTING THE STRATEGIES OF WHERE TO FIND THE TARGETED INVESTOR WILL CONTINUE TO ADJUST AS WE CONTINUE TO LEARN DAY-TO-DAY TOGETHER WITH THE MARKETING, PRODUCT, AND SALES TEAMS.
CASES
