campaign · real estate
Construz
Unexpected
The “Renata Has Changed” campaign: Renata Fan, the colours of Grêmio and a teaser in Porto Alegre that only revealed itself at the Construz launch.
01The challenge
Using a public figure as a brand anchor demanded a precise read of the persona. Renata Fan is widely known as an Internacional de Porto Alegre supporter.
02What we did
The teaser phase was a billboard with her alone, the colours of Grêmio, Internacional's biggest rival, and the line “Renata has changed”, with no logo. Only at launch did the message reveal itself: what had changed was Construz, and you can change your life too, with a call to seualuguelviracasa.com.br.
03The delivery
Considerable buzz at the time, and a campaign that would only work with her, built to measure for the persona.
This project used
