Pieces designed for traditional communication vehicles showed the power of change, focusing on a target audience that knows the power of good choices.
Bee Creative received a super challenge: make an offline campaign for the real estate portal Wimoveis, leader in the capital Brasília and region. The objective of the work was to further strengthen a brand, which has more than 25 million monthly hits, made by those who want to find a dream house or apartment.
To make this branding strategy real, we carried out the communication planning to be executed in a period of three months. Specially designed actions based on all our expertise, highlighting the institutional proposal of the “Você muda. Sua vida muda.” (Portuguese for “You change/move. Your life changes.”).
Do you want to know more about how we prepared this campaign? So, be sure to read this article that will tell you about our work process, from the creation to the execution of pieces outside the digital environment. That is, promotions that use traditional media to convey the message of the product or service to the intended target audience.
Check out this success story!
What is an advertising campaign
First, let’s talk about what an advertising campaign is. The initiative is nothing more than a set of marketing actions, planned and executed so that an objective is achieved. Generally, this intention is to inform about an idea, a brand, or a product, which may vary according to the strategy defined in the strategic planning stage, carried out by the agency with the client.
In addition, an advertising campaign can have actions both in the offline world — traditional means of communication, such as TV, radio and print media, as well as online — digital marketing. However, regardless of the means, the most important thing is that all actions speak to each other in terms of tone of voice, message, or visual identity.
And for Wimoveis, Bee Creative chose traditional media, further reinforcing the leadership of a brand that is already tradition.
Actions for a leading brand
Choosing a property is not an easy task. It takes research so that there are no regrets once you have the keys in your hand. In addition, it is necessary to prepare for a real transformation, because, as the slogan of Wimoveis says, “You change/move. Your life changes”.
Aware of the importance that the process of finding the ideal home represents, Bee Creative prepared all the offline marketing for the Wimoveis portal, a reference in the real estate market in the center of the country. Frontlights, trihedrons, LED panels, LED banners, vignettes and radio spot were created, highlighting the company as the perfect solution for those who do not want to make a mistake when signing a purchase or rental contract.
In view of the concern to focus on the concept of change, the proposal was to create a different layout, with a split screen, where half the person is in one scenario/way and half in another. A visual appeal to simulate this transformation, in pieces designed for the target audience made up of men and women between 18 and 55 years old.
They are people who are part of the ABC socio-economic level, young and old, innovative, connected and with a strong personality, with their own opinion and in constant update on market news. A profile of those who bring disruptive initiatives to their daily lives.
And to reach these users, a survey was carried out, in partnership with the client, on the best spots in the region for displaying the materials. It was also necessary to contact all vehicles to negotiate the best values and locations.
In this way, we show that Wimoveis is the ideal place for those looking for a new environment, a new routine and neighborhood, in the comfort of a home that meets the needs of customers and their families.
Wimoveis is 100% online
Aiming to reinforce the advantages of using Wimoveis, it was essential to point out the 100% online feature of the leading real estate portal in Distrito Federal. A secure virtual space to find the best and most complete property options available, without bureaucracy.
Just take a look at the spot specially created for the campaign and that talks about it:
WIMOVEIS IS THE LEADING REAL ESTATE PORTAL IN DISTRITO FEDERAL / WITH THE BEST AND MOST COMPLETE PROPERTY OPTIONS AVAILABLE, WE ARE THE RIGHT CHOICE FOR THOSE WHO WANT TO BUY OR RENT A PROPERTY. AND THE BEST, ALL THIS 100% ONLINE AND WITHOUT BUREAUCRACY. // ACCESS NOW: WWW.WIMOVEIS.COM.BR / WIMOVEIS. YOU CHANGE/MOVE, YOUR LIFE CHANGES. //
Thus, we reinforced that, when navigating this universe of possibilities, users find it easier to search for the desired property, according to what they need. That’s because, by clicking on the chosen option, you can check the photos of each environment, as well as have access to features, prices, and conditions.
Therefore, it is possible to gain time and hit the nail on the spot where the new residence will be, since there are filters available to detail what cannot be missing – both for the family and for those who will be living alone. For example, the number of rooms, the desired neighborhood, whether or not it has air conditioning and a full kitchen.
Therefore, praising Wimoveis as the largest real estate portal in Brasília (DF) means making it clear that this is the solution that offers more options to future tenants and buyers. Everything in a simple and practical way, in addition to being completely virtual. A more efficient way to do business quickly and securely, in a real estate portal focused on results.
The messages transmitted gave greater visibility to the Wimoveis logo, including bold and impactful images, using orange tones in communication to strengthen the brand. Also, always with someone on a cell phone, or tablet, as it is a digital portal.
And all this work by Bee Creative for Wimoveis included a new study every month, to assess the performance of the media and necessary adaptations of the created concept. A complete experience for our customer!
