ALMAX 2

Almax 2 — one of Minutocorp’s flagship projects in Guayaquil — didn’t fit the "business park" label: the existing tag didn’t do justice to the scale or infrastructure the project delivered. We coined a new category — Centro de Operaciones (Operations Center) — and made it the axis of the preconstruction positioning. On top of that frame we produced the content — spec sheets, brochures, billboards, press ads, sales copy and construction-progress drone footage — and the digital presence that sustained the campaign before and during build-out.

The challenge

Selling offices in a building that doesn’t exist yet demands impeccable visual and technical content. But the prior challenge was positioning: the project wasn’t another business park, and the existing category buried it among options that didn’t do it justice.

What we did

• We coined a new category — "Centro de Operaciones" (Operations Center) — to step out of the generic "business park" frame and give the project language that matched its scale and infrastructure.
• End-to-end preconstruction content production: per-floor spec sheets, brochures, billboards, press ads and sales copy — all aligned to the new positioning.
• Drone-shot construction-progress films — periodic releases that showed the project rising and kept the sales conversation alive throughout build-out.
• Project-dedicated digital presence, integrated into Minutocorp’s rebrand visual system.
• Tie-in with the sales operation: lead pipeline and handoff to the sales team.

Results

• The "Centro de Operaciones" category landed — the project stood apart from other office options in preconstruction and the label stuck in the market.
• The project sold in preconstruction with the digital content and the new positioning as the campaign’s core assets.
• Almax 2 now operates as an established operations center in Guayaquil — the category was won in language and in use.