‘Apê Grátis – O Jogo’ mixes fun and information to draw apartments and instant prizes.
A Plan&Planone of the largest developers and construction companies in the country, begins its major annual campaign, which will draw two apartments with R$50,000 shopping vouchers to decorate the new home, in addition to promoting thousands of real instant prizes, drawn daily.
Created by the company’s marketing team and developed by a hub of multidisciplinary agencies, the promotion brings the concept of gamification, for the first time in the real estate market, with ‘Planitos’, characters inspired by customers’ behavioral profiles, as protagonists.
The game ‘Apê Grátis’ is set in Planitown, a city inspired by São Paulo, where the construction company and developer has operated for over 26 years. It was developed with the aim of entertaining and instructing players about crucial aspects of the purchasing journey, addressing the most common questions that arise in stages such as simulation, documentation and financing, among others. This is done in a playful way, always maintaining the possibility of transition to real situations.
To participate, just access the campaign landing page, register, answer a quick quiz to find out which Planito best suits your personality and will be your game avatar. Then choose which region of Planitown you want to start the journey in. With these steps, the participant will officially be in the game, competing with a lucky number and ready to explore the city. To increase your chances of winning one of the apartments with a R$50,000 voucher, simply continue interacting with the game: accumulating virtual coins, planocoins, completing missions, or referring friends to participate. This year, in a new twist compared to previous years, current Plano&Plano customers can also join the campaign, enjoying exclusive extra benefits within the game.
The ‘Apê Grátis – O Jogo’ campaign debuts with a 60-second film starring Planitos in famous tourist attractions in São Paulo. In these scenarios, the characters engage in fun interactions with the presenter, dance and captivate the audience to venture into the game. Participants will compete for two apartments with R$50,000 in vouchers, as well as thousands of instant prizes, all free of charge.
To amplify the action, Plano&Plano will invest in a 360º strategy, including showing the film on open and closed TV, merchandising, digital actions, POS (Points of Sale), OOH (“Out of Home”, in English, “Fora de Casa”), and experiences inside stores spread across all areas of São Paulo.
“This campaign is the result of the evolution of knowledge and experience that we have accumulated over the last three years in our promotional campaigns. We opted for an innovative strategy, focused on engaging our audience in an organic way that is disconnected from purchasing, interacting with them according to their moment throughout their journey. Through this approach, Plano&Plano deepened its understanding of who its customers are, improving lead generation and enrichment and creating more relevant and effective content. Planitos, introduced in the quiz of the last annual campaign, played a crucial role in increasing the effectiveness of communication, making interaction with the public significantly more friendly and accessible”, comments Andreia Rocha, Marketing Manager at Plano&Plano.
Free Apê – The Game
Just like São Paulo, Planitown is divided into regions, similar to Plano&Plano’s operating areas in the city. When choosing the region to start the game, the player is taken into an apartment to be furnished using planocoins, which can be exchanged for virtual decoration products. As he completes the decoration of each room, he will accumulate more lucky numbers to compete for apartments and shopping vouchers.
The floor plan with which he interacts in the game is the same as the apartments that will be drawn, located in the Space development, close to the São Paulo Botanical Garden, with two bedrooms, balcony, parking space, swimming pool, space for coworkingconvenience store, collective laundry, pet playdelivery space, in addition to other common areas.
The participant advances in the game through interactions, carried out in locations on the game map that simulate a university, bank, cinema and shopping mall.
“In the game’s shopping mall area, for example, during the game’s duration we will have the possibility of forming partnerships with national retail and consumer brands. Furthermore, the player can check out the instant prizes available, including Planitos, in the plush version, which are also part of the prizes”, explains Andreia.
In each playable location on the map, the participant can complete mini-game missions. With each task completed successfully, planocoins accumulate or more lucky numbers are unlocked. Instant prizes are a daily opportunity, available every time the player logs into the game. Even if not awarded immediately, the player continues to collect planocoin, enriching their gaming experience and increasing their chances.
“Our gamification strategy harnesses the power of entertainment and play to create meaningful brand experiences, essential to driving sales. By engaging consumers in a game-like environment, we not only capture their attention more effectively, but we also build deep emotional connections that encourage brand identification and promote sales conversion,” adds the executive.
Planitos
The ‘Planitos’ were born in 2023, during the “When you see, you are in apartment” campaign, and were developed from quizzes based on everyday situations, to better identify each profile and the public’s desires. At the end of the research, the person was presented with their corresponding Lucky Plan.
The family is made up of six characters: Mali, Planito who lives simplicity and functionality. He always chooses what is essential, believing that less is more; Nube, the serene thinker of the Planitos. Balances heart and mind, valuing thorough analysis; Rigui, the perfectionist of Planitos, dedicates himself to details to achieve excellence; for Tudis, the animator of Planitos, life is to be celebrated; Pleni, is the determined warrior of the Planitos, inspires authenticity, and Suri is the vibrant soul of the Planitos, adventurous and contagious with her energy.
“By creating Planitos, characters that mirror behavioral archetypes, we transformed our communication with the public. These characters increased the opening rate of our communications by up to 90% and strengthened the audience’s affinity with the brand, making interactions more friendly and engaging. The quizzes to discover the Planito corresponding to the participants’ personality also stood out, attracting more than 60 thousand responses and demonstrating the power of this playful strategy in engaging and connecting deeply with our audience”, adds Andreia.
Results and expectations
Since 2021, Plano&Plano has been carrying out annual mega-campaigns. In the first year, the action brought more than 100 thousand leads to the customer base. In 2022, the strategy grew by 16.7%, reaching 123.7 thousand people impacted. Last year, in 2023, there were 232 thousand participants, an increase of 87.6%.
“Planitos were a watershed in our history. We increased engagement on social media by 50%. In the 2023 campaign, 47% of people who bought an apartment were participating in the promotion, and 27% of annual sales came from leads acquired from the campaign. This year, our expectation is to exceed 350 thousand participants”, adds Andreia Rocha.
Check out the advertising film for ‘Apê Grátis – O Jogo’ below:
Datasheet
Campaign: FREE APÊ PROMOTION – THE GAME
Client: Plano&Plano
Advertising campaign: Criadoria
Designer: Rodrigo Pion
Editor: Gustavo Castro
Head of Creation: Jonatas Brito
Service: Tininha Xavier and Alessandra Azevedo
Customer approval: Andreia Rocha
Game and inbound: Spinoff
Intelligence and technology: Adalov
Lives and activations: Fábrica 2
POS and street activations: All Cubo
Offline: Publiset
Digital: Engine
Film Producer: Ça Va Art
Stage direction: Manuela Berlanga
Director of Photography: Bruno Lavery
Assistant Director 1st: Julia Garcia
Assistant Director 2nd: Ivan Benigno
Still Photographer: Marcos Lopes
Executive Director: Silvana Princival
Service: Krika Buto
Production coordination: Lucas Toledo Piza Fiore
Production Director: Marco Aurelio Fiore
Producer: Lucas de Almeida Barros
1st Camera Assistant; Marcel Favery
2nd Camera Assistant: Danilo de Oliveira
Logger: Cinthia Almeida Carvalho
Video Assist: Felipe Storace Ferraro
Direct summary: Nicolas Presciutti
Making of: Gustavo Roque Lima
Head of Electrical: Bruno Teles
1st Electrical Assistant: Noel Gomes de Brito Filho
2nd Electrical Assistant: Silmara Alves de Araújo
Head of Machinery: Maycon Fernandes Cosmano
1st Machinery Assistant: Heitor Teles
Machinery Assistant 2nd: Pedro Henrique Carreiro de Assis
Plateau set: Ricardo Rodrigues Cunha
Set assistant: André Ribeiro de Barros
Set assistant: Leandro Alves de Melo
Costume design: Silvana Moura
Chambermaid: Alessandra Lourenço
MakeHair: Marcelo Brito
Assistente MakeHair: Marcia Maruyama
Casting Producer: Thiago Arraes
Main actress: Mayte Piragibe
Supporting actor: Andy Augusto
Supporting actor: Rachel Choi
Supporting actor: Claudia Noemi
Supporting actor: Leonardo Pavan
Supporting actor: Cristina Pamplona
Coadjutant: Evelyn Tambalo
Supporting actor: Rafael França Santos
Special Figuration: Aline Roffer
Special Figuration: Alberto Sagaz
Transport: Image Transport
Food: Café Mania
Post-production: Cora Post
Post supervision: Lucas Bergamini
Post coordination: Ali Ruas
Editing: Théo Perpetuo
Motion: Raphael Abreu
Composition: Danilo Paulino
Color: Lucas Bergamini
Assistance: Milena Aory, Arthur Galvão, Dani Máximo
Sound producer: Pagnovoice
Music Director and Service – Felipe Pagnossin
Composer and Arrangements – Mauricio Hansel
Sound Design, Mixing and Finalization – Mateus Karasakek
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