Brazil's Imovelweb has announced that it has invested R$10 million in a marketing campaign with goals to reposition its brand. This new phase consolidates the restructuring process of the portal which was launched a year and a half ago with the acquisition of control by the fund Tiger Global Management, via Navent, and new CEO, Roberto Nascimento. Followed with the entry of Riverwood Capital, a private equity specializing in technology, there was a contribution of US$30 million focused on expanding the operation. "This campaign features the new brand to the market and further strengthens all differentials of the portal that confirm our leadership in the industry," said Roberto Nascimento.
The strategy adopted by Pereira & O'Dell was to transform the brand and modernize the company's visual identity to accompany the new services offered. "Our challenge was to promote the rebirth of the brand Imovelweb as an icon" says Michel Lent, Managing Director at Pereira & O'Dell in Brazil. "Buying and renting a property means a new beginning in the life of the customer; it is a door that opens, and so we adopted the orange key created from their initial customer: I + W" says Lent. A fun fact is that, the orange color of the logo was created especially for Imovelweb, and it does not exist in the Pantone color palette.
Communication pieces follow the slogan “It's a treat” to exemplify the facilities that the portal provides to access all real estate opportunities, without forgetting the importance of regionalization for real estate. The campaign also includes an advertisement made for TV by producer Black Magic Films and parts for billboards, magazines, radio and the internet by the end of the year.