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First try the house, then buy it: when communication goes beyond innovation and sales models.

From September 2015 to July 2016 will be active the project "Vivere la casa italiana", a real experience of "living" designed to enable customers of BNP Paribas Real Estate to try their new house before buying. A Result of the partnership established with Plan.Net (Serviceplan Group).

Committed to innovation for property development operations, BNP Paribas Real Estate, supported by Plan.Net (former communication agency for the operation "Mia, la casa italiana" in Milan and "Domus Aventino" in Rome) can now offer its customers a 48-hour living experience in an apartment which was especially developed for the project. With the aim to design a new generation of real estate, closer to customer’s needs, Plan.Net and the French group led by Cesare Ferrero in Italy, were inspired by the concept of “test drive”offered by car companies. What better way to provide feedback on a house?

The idea is that people, living their personal experience in the house, can appreciate its value and give input to the projects of residential development. BNP Paribas Real Estate aims to conceive and create more and more properties from their function. For aesthetic and design, in fact, it aims to ensure that BNPRE, joins the concept of home as a container designed from the deep knowledge of the contents. The role of Plan.Net was to design the content, communicate and implement the elements of experience that will be offered to guests during their stay in the apartment of about 180 square meters in one of the residences BNP Paribas Real Estate in avenue Legioni Romani in Milan. Not only books, games, food, multimedia will guide the way in the apartment that has to be simply experienced.

Plan.Net, led by Sara Baroni, confirmes itself with this project as partner of BNP Paribas Real Estate, in terms of innovation in the field of communication and support to sales, after the success of the campaign "Mia, la casa italiana", which brought 60% of sales in a few months after its launch.

 

Credits:

Sara Baroni: strategist and project leader

Stefania Fenini: project manager and art director

Iva Kisyova: art director

Maria Rizzi: copywriter