To celebrate the 10th edition of the “Ypê de Milhões” promotion, Ypê is offering more than R$4 million in prizes and a nostalgic campaign featuring characters from the TV series Chaves. This is the first time a brand has used these characters in Brazil for advertising. The entire creative process was approved by Grupo Chespirito, responsible for the legacy of comedian Roberto Gómez Bolaños. Creation by DPZ.
“Fortunately, the cast chosen is incredible, excellent. My mission was to validate how close the actors were to the original. This is the first time in Brazil that a campaign literally refers to a base work. A complete homage to the 70s series that Ypê is promoting. And this validation is very important to honor the legacy”, said João Victor, consultant invited by Grupo Chespirito.
The promotion, which began in July, will draw three prizes of R$1 million in September, October and November, in addition to instant prizes of R$50 every 10 minutes and three brand new cars. The campaign includes content for social media, WhatsApp, posts by Chaves superfans and films on open TV.
“Chaves is a property with extremely well-known characters from our culture. They are beloved characters who are part of the daily lives and emotional memories of millions of Brazilians of all ages. We sought to connect the Ypê de Milhões promotion campaign with a property that had this breadth of love and affection, visibility and affinity with our consumers,” explained Cesar Nicolau, Marketing Director at Ypê.
“Every year we want to do our best, to bring something different, innovative and impactful. And we have managed to increase consumer adoption in recent years. In 2023, the increase was 66% when compared to 2022”, said Alessandra Aguiar Barros Bartholo, executive manager of Market Intelligence, Innovation and Brand.
Promotion mechanics
To compete for the prizes, simply purchase products from the brands Ypê, Assolan, Atol, Perfex, Tixan Ypê, Flor de Ypê, Siene and Action de Ypê, and register the invoices on the website www.promocaoype.com.br or via WhatsApp (11) 3181-2644.
Products from the clothing care line, such as Tixan Ypê, Ypê Power Act, Traditional and Concentrated Softeners, and bar soap double your chances of winning.
Participants will know immediately if they have been pre-selected and will also receive a lucky number to compete in the car draws and million-dollar prizes.
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