MPD’s high-end launch in Alphaville innovates in the real estate market
They say that the boldness of new things is the force that moves the world. With this audacious vision, MPD Engenharia and Gregory presented to the market the new concept of high-end residences in Alphaville: Flor.
With triplex coverage of 835 m and 45 apartments of 420 m and 565 m, the largest square meters in Alphaville, Flor promises to transcend sophistication, combining imposing architecture, exceptional leisure and stunning views, in addition to a privileged location, in the heart of AlphaVille, located in in front of a lush permanent preservation area.
An idea beyond originality
Flor was born from MPD’s desire to innovate and create something truly different in the Alphaville region. To this end, the developer carried out an in-depth market study, analyzing the profile of high-end buyers in the micro-region, mapping competitors and the purchasing behavior of high-end property customers.
With this data in hand, he realized that he had to get out of the commonplace of high standards. It was not enough to create something extraordinary. It was necessary to go further.
“Flor is MPD’s biggest launch, signed by a team of highly specialized professionals Le Arquitetos in architecture, Beth Miyazaki in landscaping and Quitete and Faria in decoration, who guaranteed the magnitude of the project. We created, with the Central Business agency, the concept in addition to the extraordinary that guided the entire conception process of the enterprise, from product development to the marketing and sales strategy, says Debora Bertini, director of Incorporation and Sales at MPD.
Advertising beyond creativity
The Central Business / CB agency and the MPD Marketing team were challenged to create a name and positioning that highlighted the location and the majestic plants. During the market study, the satisfaction and quality perceived by customers who live in an MPD were identified. The concept was then created for the MPD Morar brand in an extraordinary MPD and also for the most impressive launch of the construction company Beyond the Extraordinary. The chosen name, “Flor”, comes from flora, inspired by the large permanent preservation area located in front of the development. A short name, with a fluid sound that speaks to the female audience, gaining more elegance and exclusivity, becoming its own unique name.
In addition to a real estate marketing campaign
MPD innovated once again. The campaign reverberated since its teaser, when the construction company announced that the launch of Alphaville’s biggest films was coming, through OOH media, activation actions and direct mail for the developer’s exclusive mailing list. These actions attracted potential clients to the headquarters, where details of the project were presented first-hand through consultative sales. This contact not only allowed effective business results, but also validated the marketing strategy, which was to exclusively reveal all product differences to the customer, so that general information was not shared with the market.
In the brief launch, the publicity strategy was 360. Films, advertisements, spots, social media, activation actions, events and external media were used, impacting the high-income public in Alphaville, São Paulo and other states. The campaign gained a “feminine touch” to meet the consumer behavior of this public when purchasing a property. Then, the activation actions were carried out by delivering roses, positively impacting the information received and adding to the perceived value of the product.
Influencer marketing bet by developer MPD to present the biggest films in Alphaville
A venture that is beyond extraordinary needs to surprise at every point of contact. And the brokers meeting was no different. MPD’s strategy was to innovate the standard meeting/sales convention format: through a carefully crafted narrative, the developer connected with around 30 influencers in the high-end real estate market in Brazil, promoting an experience that had not yet been implemented. in the real estate market.
Obviously, to take this audience to see the company’s headquarters, it was necessary to do what we hear so much about: experience marketing.
There were more than 40 professionals (MPD team, agencies, consultancy) involved in the development, approval and management of all actions, each approved piece, each moment they experienced in these two meeting days (November 8th and 9th). ), when guests had the opportunity to:
1) stay in a hotel built by MPD, which today has high potential for appreciation in the central region of Alphaville;
2) network and experience moments of relaxation with other players in the sector (chats, dinners, podcasts, quick massage sessions);
3) get to know the company’s headquarters, its employees and delve deeper into its values and organizational culture;
4) visit a project under construction to see technology, construction quality and innovation in practice;
5) get to know in depth the development of the very high standard project that we have in our portfolio: Figueira Leopoldo;
5) take a helicopter ride over the main works completed in the Alphaville and Tambor region.
6) And, at the end of the day, in an experience event, you will be introduced to the new release: Flower.
The strategy of transcending the extraordinary allowed these influencers the opportunity to experience exclusively the launch of the largest decoration in the state, measuring 420 m2. During the cocktail, they were presented with a personalized souvenir from perfumer Fbio Navarro, providing a unique olfactory experience as fragrances were developed on the spot, according to the characteristics of each visitor.
Throughout the experience, we had a team of “creators” taking photos and videos for each of them, in a personalized way.
Everyone left MPD with a bag of memories and activations that we prepared, but also with lots of photos and content to continue supplying their followers with information. All the content posted and disseminated by them was organic, becoming another positive point for our strategy. This differentiated action allowed us to tell a little about the company’s history and values, deliver the brand’s value and present the launch to a high standard. Linking experience marketing with influencer marketing is something that the real estate market has never done before. We innovate once again, celebrates Lgia Machado, Head of Marketing at MPD.
Communication beyond the basics
To further promote the project, the Marketing team, in partnership with Realiza Net Imob, invited more than 10 creators to capture the decoration and create videos showing the product’s differences and the magnitude of Flor for all independent brokers and real estate agents in the region who visited the sales stand. In this way, they provided their customers with first-hand information, providing well-crafted content, with images and captures approved by Marketing.
Over the course of 2 days, more than 180 videos were recorded and shared on social media, shared by real estate agencies in the region and independent brokers. We were able to ensure that all content and video capture was delivered with quality, reinforcing our differences and adding even more value to the product, concludes Lgia.
