Advertiser: ODEBRECHT
Agency: VOLCANO HOTMIND
Category: Best Use of Screens
Advertising campaign: THE DOME
Group Creative Directors: Bali Terçarolli (Volcano Hotmind)
Executive Director Of Production: Enzo Barone (Volcano Hotmind)
Head Of Production: Marisa Costa (Volcano Hotmind)
Project Development Executive: Paulo Blassioli (Volcano Hotmind)
Producer: Rica Ferrer (Volcano Hotmind)
Group Creative Directors: Giancarlo Barone (Volcano Hotmind)
Music Arranger: Cesar Mattos (Jamute)
Music Arranger: James Pinto (Jamute)
Group Creative Directors: Luiz Evandro (Volcano Hotmind)
3D Scenario Supervisor: Marcio Carvalho (Neorama)
VFX Supervisor: Teisson Froes (Ovni VFX)
Strategy
In the Real State market, the objective is to bring people to the sales stand and turn their initial interest on the project into an actual sale. The problem is that, in Brazil, this difficult sale relies on salesmen that are often obnoxious and lack the skills to entertain people into making the investment of their lives.For this new 3 billion dollar project, the target audience was composed by upper middle class businessmen which regard Odebrecht as one of Brazil's main construction companies. How could we help those ill-prepared salesmen to sell something that didn't even exist? Since the sales force could not entertain the visitors, we brought the entertainment to them by creating an 360 degree amusement park ride inside the sales stand. For the first time in history, customers could actually see, in real-life perspective, how the project would be 12 years from now.
Effectiveness
Sales stands traditionally have their peak audience two weeks after the launch of a real state project. Visitation rates usually fall drastically from 400 to 30 a week. In this project, there were more than 8.000 visitors in three months, which is 750% more than the market average.The Dome was in 40 media appearances (newspapers, magazines, TV, internet) and it was rated with 99% user satisfaction. From a market standard of one year to commercialize a project, all units were sold out in just two days, making it the most successful real state launch in Brazil ever. It went so well that the dome will be used to launch the 2016 Olympic Village in Rio de Janeiro.
Execution
Much more than the content that was screened on the Dome, the real idea was to turn a virtual reality ride into a completely new media that had never been used for selling real state. Nevertheless, real state is the perfect category to make use of this media because it sells a nonexistent product that will be delivered in the future. The Dome instantly materialized the customer wishes, creating immersion and acting like a time machine set to take the customers to twelve years from now when the project will be finished.