Andreia Rocha, Plano&Plan’s marketing manager, talks more about the brand’s strategies, which have been breaking sales records
With approximately 30% of everything that is sold in the real estate market in the economic segment in So Paulo, the construction company Plano&Plano is expanding its portfolio of medium-standard projects, which includes people with income above R$ 7,000. With an eye on the younger public, the developer is running the ‘When you see it, you’re on your feet’ campaign, with raffles for four apartments and more dynamic language, in the style of retail.
The language is really more cheerful, fun and colorful for people to experience what retail does very well in the real estate market, which has a more orthodox communication pattern. For this campaign, we sell the feeling of having an apartment, explains Andreia Rocha, marketing manager at Plano&Plano. In this interview, the executive also talks more about the brand’s strategies, which have been breaking sales records.
What segment does Plano&Plano operate in?
Today, it operates in the economic segment in So Paulo, but it has plans to return to other segments. Plano&Plano was born from the medium and strategically started to work at a time when other construction companies were not so active in the economy. And now it’s migrating to broaden brand awareness to other segments as well. This is one of the strategic changes we are making with the new campaign, which started in 2021 and has been gaining new developments.
And what’s the challenge?
When I arrived at the company at the end of 2019, I had the challenge of repositioning the brand, right at the turn of the pandemic. And it changed everything. We had the objective of launching a very common promotional campaign in retail, but little explored in the real estate market, which raffles off apartments for people with no connection to purchase. The idea was to meet one of the purposes of the brand, which is to bring real estate projects to as many people as possible. The desire for housing is very broad, it changes according to the public’s expectations, but it is inherent in everyone. Therefore, the idea is to go beyond the economic segment. We held back the first campaign, which would be launched in 2020, because of the pandemic, and we’ve learned a lot since then, like the entire market. The first campaign with the apartment draw was aired in 2021 and exceeded our expectations, both in terms of brand perception and people’s engagement. And last year, for the brand’s 25th anniversary, we reformulated this campaign to bring dreams. We held four raffles worth R$30,000 each, in which people could choose one of these dreams to fulfill. What we noticed was that the people drawn used the resource to buy the apartment.
How this year’s campaign?
There are raffles for four apartments for a year, until February 2024. Every quarter, we raffle off an apartment and it is cumulative. Anyone who signs up for the campaign accumulates chances until the last apartment. The apartments cost around R$250,000 and are obviously ready. And whoever buys any apartment from Plano&Plano, during the campaign period, in addition to competing for the apartments, competes for the decoration of the unit, which is people’s second biggest dream after they buy the apartments. The idea is to combine precisely the company’s values inclination, in the sense of developing products for the greatest number of people, without making the purchase link. And the feedback that we have learned a lot about the consumer.
What’s the motto?
When you see it, you’re on foot. As our audience is mostly young, from 25 to 50 years old, the language is more dynamic, colorful and closer to the language of the internet. Criaria signs the umbrella concept of the campaign, with films in 15, 30 and 60 formats and graphic pieces. On the digital side, Engine unfolds the language in ads and actions on Instagram, Facebook, TikTok, Pinterest and YouTube. The media plan and offline strategy are from Publiset, which takes the films to be shown on open and subscription channels, in addition to merchandising on the radio, pieces for subway stations, cinemas and in the back seats of buses. The Spinnoff agency signs the entire inbound marketing strategy. The film was shot with a production company in Natal, in Rio Grande do Norte. When we headlined the campaign, we wanted it to be a female direction, because the real estate market is very dominated by men, in all its spheres. It was also our inclination to bring a more inclusive look. The producer was Dueto. And it was interesting that we had a majority of women in positions on set.
What media is the campaign running on?
It is on open TV, some closed channels, social networks and Metro. a 360 campaign to give scope. And it will take several shots, because it is a long campaign. The purpose of the sale is adjacent to the branding process, because what we saw in the other campaigns is that they have a very big influence on sales. Communication manages to awaken interest in the brand for those who do not know it and serves as an incentive for the person to make a decision for the brand, not to mention the question of trying to build proximity with the public in relation to what is behind the sale of the apartment. . The language is really more cheerful, fun and colorful for people to experience what retail does very well in the real estate market, which has a more orthodox communication pattern. For this campaign, we sell the feeling of owning an apartment.
And what other insights did you take away?
Another intelligence gain behind the campaign was that we improved the system for understanding consumers, because many of them are not necessarily on the purchase journey. Many times, the person has not thought about buying the apartment, or is living on rent or even part of the public thinks that they cannot buy it because they believe that a dream is very far from reality. Many are unaware that there are some advantages of the social program that the federal government has in place.
Why does Plano&Plano aim to expand its operations in other segments?
Strategically, the company is interested in bringing products in another range and going back to the average standard, expanding the public, with an eye on range 4, which comprises people with income above R$ 7,000. A mostly younger audience, formed by generation Z and millennials. An example within this profile are the Space, Laguna and Mapp Rio Branco projects, launched last year, located in the center of So Paulo. The mid-range apartments start at prices starting at R$300,000 and are a little different from the public that fits into the government program. Expectations and needs regarding the product are different. The buyer of Minha Casa, Minha Vida is looking for an apartment that fits his financial condition at that time. Plano&Plano, due to its business nature, has always sought to deliver the best possible product and, honestly, it does. Our Minha Casa, Minha Vida product is one of the best on the market. And that shows up in the NPS (Net Promoter Score). Plano&Plano has learned the constructive method of making the best apartment within its category at a highly competitive cost. So much so that it has almost 30% of everything sold in the low-income segment, practically three out of every ten apartments sold in So Paulo by Plano. This is very significant, considering that So Paulo is one of the largest in Latin America, which gives me a lot of confidence as a manager in the marketing area, because we work with a perception of value.
Read the full interview in the May 15 print edition