Challenge
To launch a real estate project that had been around for almost 20 years, near the iconic Sporting Clube de Portugal football stadium. A project that would have a real estate scale not seen in Lisbon since the 1980s: 3 apartment buildings, 4 office buildings, a large commercial avenue. A project that had all kinds of stakeholders: client, the investment fund, several brokers, retail managers, 2 architects’ studios, the town hall, mainstream media, and more.
Work
It started with brand strategy. We asked ourselves, “if this project has such an epic scale for a city like Lisbon… why don’t we promote it as place branding? ... Instead of advertising it as “another big real estate project”, we thought we should promote it the same way we promote a city or a region.
Step 1
The project should be communicated as a true, new Lisbon neighbourhood – instead of 7 buildings plus a commercial avenue. We want people to one day feel a “sense of place” about this project. “I’m from here” instead of the usual “I live here”.
Step 2
So, the name should have the feeling of a historic Lisbon neighbourhood. That’s the reason we called it Campo Novo (meaning “new field”). Because it is located after the central axis of Lisbon – Campo Grande Garden, Entrecampos, Campo Pequeno arena –, and as a homage to so many historic Lisbon neighbourhoods (Campo de Ourique, Campolide, etc.).
Step 3
Create a logo to dramatize the name’s simplicity; in a sage green colour to highlight its sustainability focus.
Step 4
Communicate that it is created with “alfacinha energy” (al-pha-see-nya) – alfacinha means “little lettuce” and is the name by which Lisboners are affectionately known). From Lisboners to Lisbon.
Step 5
Take extreme care with all the CGI photos – modern, upscale, sophisticated with an ‘alfacinha‘ flavour.
Step 6
CGI video showcasing the “new neighbourhood” with a creative idea, never before seen in the market, where birds present the new neighbourhood (as in a Disney classic movie), and the sound design makes viewers feel that there are people living, working, shopping inside the empty apartments, offices and stores.
Step 7
Create an emotional brand statement for the brand as if it were an art manifesto; and a storytelling through brand voice and testimonies.
Step 8
Manage all the stakeholder feedback and requests, “never taking the eyes off the ball”, making sure the brand does not become a confusing tapestry of different inputs.
Step 9
Align all the brand communication material – consistency is paramount – where every detail, every brand touch point has to have the “Campo Novo feeling”. From the site to the construction siding; from the advertising billboards to the brochures; from the launch party to the virtual tour. We created and supervised everything.
Client (and Partners) Feedback
“It was Norfin's first job with Wonder\Why and the result is really excellent. Thank you very much for your work. Thank you very much for your enthusiasm and... congratulations!”
Francisco Sottomayor, CEO Norfin (client)
“This was the first time I came across Wonder\Why and I have to say that it has been a great pleasure, making us ‘actors’ of your vision and creativity will certainly not be easy but the result is indeed excellent. Congratulations for making everything so simple and pleasant 🙏 congratulations. The pleasure I had yesterday in saying “and the Campos of the axis Campo Pequeno-Entrecampos-Campo Grande and finishing with Campo Novo”, I was looking at you!”
Jorge Morgadinho, CEO Reify (office & retail architecture)
“Congratulations Wonder\Why!!! Team\Work\Incredible results and a very easy and fun journey with you! One day when someone asks: Where are you from?, they will answer, I am from Campo Novo”.
Patrícia Clímaco, CEO Castelhana (broker)
“You did an amazing job and Campo Novo is already a success.”
WORX Real Estate Consultants (brokers)
