Americanas no BBB 22
WMcCann 2022
Creative Director: Ricardo Weitsman
ACD: Felipe Gomes
Creatives: Ralph Andrade,
Jonas Soares, Gustavo Rodrigues
ACD: Felipe Gomes
Creatives: Ralph Andrade,
Jonas Soares, Gustavo Rodrigues
Quem sabe faz job ao vivo
I never imagined that one day I would have the opportunity to create challenges and brand actions for the biggest reality show in the country. With the concept ‘Relax, at Americanas you find more BBB,’ we developed a series of activations designed to deliver entertainment and tap into emotional narratives rooted in the collective unconscious — all seamlessly woven together with the brand’s core messages.
tudo, a toda a hora e em qualquer lugar.
tudo, a toda a hora e em qualquer lugar.
ENDURENCE CHALLENGE
The challenge was designed to showcase product variety and fast delivery. Contestants had to find two matching product pairs displayed on the big screen, fit them together, and hold them for as long as possible. The result: the brand saw a more than 60% increase in coupon usage inside the Americanas app.
The challenge was designed to showcase product variety and fast delivery. Contestants had to find two matching product pairs displayed on the big screen, fit them together, and hold them for as long as possible. The result: the brand saw a more than 60% increase in coupon usage inside the Americanas app.
BRAND EXPERIENCE - BRAZILIAN BARBECUE
That morning, through the Americanas app, the brothers and sisters selected the must-have products for a proper Brazilian barbecue. With our key attributes — variety and same-day delivery — we served up a generous lunch so the brothers and sisters could relax before the elimination.
That morning, through the Americanas app, the brothers and sisters selected the must-have products for a proper Brazilian barbecue. With our key attributes — variety and same-day delivery — we served up a generous lunch so the brothers and sisters could relax before the elimination.
Já imaginou uma festa
dentro da Americanas?
Inspired by the classic ’90s film Career Opportunities, we brought that iconic fantasy to life: spending a night inside a department store filled with snacks, electronics, a simulator, a giant Fini candy pool, oversized teddy bears and great music from Brazilian singer Thiaguinho.
teve prova raíz na
semana do consumidor
A throwback, hardcore endurance challenge — the kind that goes down in BBB history? Relax, at Americanas you’ll find it. For this activation, we brought to life the very products featured in our Consumer Week offers.
Every few rounds, the carousel stopped, the product was scanned, and the offer lit up the big screen. Congrats to all the brothers and sisters who held on for almost 24 hours.
Prova do Líder
O objetivo da prova era comunicar sortimento de produtos da Americanas. Através de um jogo do memória interativo, os particpantes escolhiam um produto, memorizam o local em que ele parou e subiam num palco de LED que revela a posição do produto.
Bate e Volta
O objetivo da prova era ensinar ao consumidor o fluxo de compras através do app Americanas.Na primeira etapa era preciso baixar o app. Na segunda, acertar o produto na cesta. E por fim, receber o produto na porta certa.
Prova do Anjo
O objetivo da prova do anjo era comunicar sortimento de produtos, conveniência e divulgar o novo modelo de entrega Tuk Tuk.
Ação de Páscoa
A maior Páscoa do Brasil estava no BBB. Em Abril, durante a ação de Páscoa, a marca vendeu mais de 150 mil ovos e chocolates, além de registrar 4x mais pedidos no app.
Americanas foi a marca
mais lembrada no BBB 22
Pesquisa realizada pela Illumeo 2022
Criatividade sem resultado para o cliente não é propaganda.
Graças ao trabalho de muita gente talentosa, Americanas foi a marca mais mencionada ao longo do programa. Além disso, a utilização de cupons no app cresceu mais de 150%. Na categoria Mercado, cresceu mais de 60% entre Janeiro e Março. Em Abril, durante a ação de Páscoa, a marca vendeu mais de 150 mil ovos e chocolates, além de registrar 4x mais pedidos no app.
Creativity without results isn’t advertising. Thanks to the work of an incredibly talented team, Americanas became the most mentioned brand throughout the show. Coupon use in the app grew by more than 150%, and in the Grocery category alone, sales increased over 60% between January and March. In April, during the Easter activation, the brand sold more than 150,000 chocolate eggs and treats, and recorded four times more orders in the app.
Graças ao trabalho de muita gente talentosa, Americanas foi a marca mais mencionada ao longo do programa. Além disso, a utilização de cupons no app cresceu mais de 150%. Na categoria Mercado, cresceu mais de 60% entre Janeiro e Março. Em Abril, durante a ação de Páscoa, a marca vendeu mais de 150 mil ovos e chocolates, além de registrar 4x mais pedidos no app.
Creativity without results isn’t advertising. Thanks to the work of an incredibly talented team, Americanas became the most mentioned brand throughout the show. Coupon use in the app grew by more than 150%, and in the Grocery category alone, sales increased over 60% between January and March. In April, during the Easter activation, the brand sold more than 150,000 chocolate eggs and treats, and recorded four times more orders in the app.
