Point

B•Fabbriani Incorporadora Launches New Branding Campaign. Creation by 11:21.

The brand of B•Fabbriani, a leader in the “affordable luxury” segment in the country, has an important detail: a dot (or a point) between the letters “B” and “F.” This point cannot be written above or below; it must be right there in the middle. Any team member, starting with the CEO, will request a change if it’s written incorrectly, even if it’s just an internal memo or a WhatsApp message.

This attention to detail caught the eye of B•F's agency, 11:21, which turned this characteristic into a concept and advertising campaign for the brand, highlighting that every detail is an important point for B•Fabbriani and its developments. If someone pays attention to such a detail, they are attentive to all details.

Thus, the “Ponto” (Dot or point) campaign was born, set to launch at the end of July across various regions of the country through digital media, OOH, and social networks, as well as a new landing page.

B•Fabbriani operates in the southern states and is soon expanding to Rio and São Paulo with luxury launches at competitive prices. They offer compact apartments in buildings with amenities such as a gym and rooftop pool, rainwater harvesting, sustainable energy, and landscaping, as well as projects with alternative floor plans and top-notch architecture and finishes. In 2024, the forecast is for 1.5 billion BRL in VGV (General Sales Value), with new developments in cities like Itapema, Canoas, Pelotas, Joinville, and Balneário Camboriú.

“Nothing sells better than well-articulated truth,” says Gustavo Bastos, CEO and CCO of the agency, celebrating the new campaign, which he describes as “pure creative simplicity.”

For B•Fabbriani's CEO, Bruno Fabbriani, “this is the right moment to explore this characteristic of ours, which, being genuine, will greatly help our audience connect even more with our brand and get to know our products.”