A helloo, the first residential condominium social network, continues to innovate in the residents’ experience. This year, the company out of home digital media, it started to generate its own content, customized for the audience and produced by its new creative hub. In addition, the social network has an app, launched in May, to allow the audience to interact with the platform.
Personalized content on screens
The new content grid exclusively contemplates the home universe, which in the last year has gained greater relevance and new functions such as workspace, study, gym or entertainment. Therefore, the current posts address education, children, living in the community, decoration, renovations, cuisine, services, cultural tips and games, among a multitude of relevant subjects for those who are at home.
Six influencers, with different profiles, enhance the topics covered in the editorials and give tips to residents, in light and humorous language. Another adaptation, helloo screens gained a new design and graphic identity similar to social networks.
“This is also a significant change for advertisers, who gain the possibility of being part of this conversation and impacting an audience willing to absorb the content in a more relaxed way, as they are in their own home”, says the vice president sales and marketing at helloo, Ana Brito.
Innovation in the use of mobile data
In addition to the new content on the screens, helloo has an app that also talks directly to residents. In the mobile market, the company maintains the characteristic of constant innovation.
Aiming to qualify its audience, made up of residents and the public that circulates in residential building elevators, helloo launched this year an unprecedented digital solution in its segment: the union of three media, the DOOH (digital out-of-home), the Wi-Fi and Mobile Extension, which used in different combinations and purposes, now guarantee brands more possibilities and assertiveness in campaigns and actions.
“With the qualification of the base, via mobile data, it is possible to go far beyond geolocation and increasingly segment buildings by attributes and audience profiles, important steps to offer programmatic purchases, highlights the CEO of helloo, Felipe Forjaz.
Mobile Behavior Solution
To improve data qualification and draw behavioral profiles for condominiums, helloo adopted the mobile behavior solution, which collects and classifies data available via smartphones, using the address of each building as a starting point. Anonymously, the solution identifies the mobility habits of these cell phones, showing the destination of more than half a million residents, whether in malls, schools, supermarkets and dealerships, as well as what types of apps are installed on these smartphones.
Another novelty offered by helloo to advertisers, Mobile Extension extends the placement of campaigns on elevator screens to the smartphones of residents who, in turn, gain new access and interaction possibilities. Wi-Fi media, on the other hand, makes it possible to impact helloo’s audience in different environments beyond your home, such as gyms, hotels, airports, bus stations and stores, among others.
“The use of mobile data combined with DOOH expands the possibilities of segmentation and activation, as they consider behavior in the real world. This integration of technologies significantly increases the security of advertisers when choosing the DOOH medium in the media mix”, says João Pedro Ribeiro do Val, Director of New Business at Hands.
The set of innovations that now enable helloo to follow the entire journey of the consumer, from origin to destination, had partnerships with Zoox Media and Hands, companies responsible for the supply of Wi-Fi media and for the qualification of the base, respectively.
“We have joined forces and media intelligence to address this unprecedented mix of Dooh + Wi-Fi within the advertising market,” says Caio Casado, Head of Customer Success, at Zoox Media.
Technology innovations reflect in results
For Ricardo Moriwaki, helloo’s digital manager, the company’s vocation for innovation is the pillar that has ensured results above market averages.
From January to May this year, helloo recorded a 201% increase in sales, compared to the same period last year.
“We are going to take advantage of the synergy between the growth in both the number of helloo screens and cell phones in Brazil and further advance in interactivity processes, following the LGPD rules”, says the executive.
hello keeps growing
According to the CEO of helloo, Felipe Forjaz, within the OOH environment, the residential segment suffered the least loss of audience during the pandemic and this peculiarity contributed to attracting new advertisers.
“As a result, our advertising revenue grew 41% in 2020, and we took advantage of the period to continue our national expansion, promote innovations and develop our proprietary cutting-edge technologies, such as this one that will soon allow the interaction between the audience and the platform, either in content collaboration, or in communicating with brands, said Felipe.
where helloo is present
helloo is present in 20 cities, in the states of São Paulo, Rio de Janeiro, Paraná, Bahia and Goiás. Thus, the company covers more than 2,200 residential buildings, totaling 210 thousand apartments, 635,000 residents/day and 3 million daily impacts.
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