Americanas and Lacta teamed up to promote a fun action at Metrô Rio with the aim of celebrating the creation of one of the symbols of Brazilian Easter: the vine of eggs. The brands set up, together, a giant scenographic vine at the Rio de Botafogo Metro station, in the South Zone of Rio de Janeiro, one of the busiest in the city. There are thousands of scenographic eggs covering a 25-meter passage to convey the magic that people feel when entering a tunnel of chocolate eggs at Easter time.
The entire structure brings messages that refer to the history of the vine, an idea by Lacta that was born in an Americanas store in Rio de Janeiro. Upon activation, passengers can scan QR Codes available on stickers pasted throughout the scenery and on flyers available on site and, with that, guarantee discounts on the purchase of Lacta chocolates in the Americanas app.
Washington Theotonio, CMO of Americanas SA, says:
“This year, Americanas celebrates its history-filled partnership with Lacta with an unforgettable activation. Together since the creation of the first egg vine in the 1980s, we are going to use scenographic eggs to decorate one of the main subway stations in the city, giving a playful and emotional touch to the journey of the thousands of passengers who circulate through the station every day . In addition, in another year of partnership, Lacta invested in a media plan, on the Americanas website and app, to publicize its brand, product attributes and offers for the date. The planning and execution of the plan are carried out by Americanas Advertising, Americanas’ omnichannel advertising hub.”
The activation of the partnership between the two brands unites technology and creativity to amplify the Easter campaign for Americanas and Lacta. Signed by WMcCann and produced in partnership with Eletromidia, responsible for making the initiative viable at Metrô Rio, the action brings opportunities to consumers and highlights the history of the creation of the vines, showing how the brands are directly present in the affective memory of Brazilians.
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