“Jump bonfire, iaiá” ♫ To celebrate Northeastern culture and the seasonality of Brazilian festivals, Casas Bahia launches the promotional campaign ‘Ask Everything for São João’. Until the 30th of June, the chain will have unmissable offers and special payment conditions to guarantee the animation of the June festivities held throughout Brazil. The stars of the campaign are the Paraiba artists Juzé and Lukete, who became famous nationally after participating in the soap opera ‘Mar do Sertão’, in addition to CB, brand persona from Casas Bahia.
Created by the VMLY&R agency and Via’s marketing department, holding which manages the brand, the campaign has a robust exposure and loyalty structure, in addition to leveraging its entire portfolio of products found in physical stores, which today offer a complete solution to uniquely meet the needs of Brazilians.
With that, Casas Bahia is sponsoring two of the biggest São João festivities in the country: ‘São João de Campina Grande 2023’, in Paraíba, and ‘São João de Caruaru’, in Pernambuco. In Caruaru, the chain will also sponsor the Liberdade FM box.
The production of the campaign was developed in the northeastern states, including the hiring of local suppliers, such as a music producer and makeup artist, precisely to seek inspiration in the main characteristics of the region, explore the regional language and capture the essence and spirit of the local public.
“Our campaign wants to bring regional elements of Brazilian culture to communicate directly, and with a language that refers to the June festivals that take place throughout Brazil. In addition, the campaign comes with all the advantages and qualities that only Casas Bahia has offered for more than 60 years, such as unique promotions and easy installment plan”, says Ilca Sierra, Chief Experience Marketing Officer (CXMO) at Via.
Propaganda Boys of the time
The ‘Ask for Everything for São João’ campaign bets on the charisma of Paraiba artists Juzé and Lukete as the poster boys, alongside CB. Both bring in the repertoire the plurality of musical rhythms, good humor, friendliness and representativeness of the region.
Juzé and Lukete are actors, poets, musicians and composers, with works that value Northeastern culture. The duo’s recent participation in Rede Globo’s telenovela ‘Mar do Sertão’, where they managed to reinvent the way of showing the public curiosities of the scenes of the next chapters, provided the artists with a new project, the EP ‘Juzé&Lukete, Lukete&Juzé’, with authorial music, which is already available on the main music platforms in the market.
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