Campaign, created in partnership with WMcCann, includes film for open TV, digital and PayTV, external media, social networks, among others
Americanas has launched a campaign to celebrate its 95th anniversary with the slogan “For 95 years, Brazilians have been here”, recalling the great milestones of its history. Created in partnership with WMcCann, the campaign features multichannel pieces that include a 15″ and 30″ film, which portrays the emotional connection consumers have with Americanas, which is passed down from generation to generation with the brand’s presence in the lives of Brazilian families.
“Americanas is a brand that lives on in the emotional memory of Brazilians. Our customers have always been by our side, even in the most difficult times. That’s why we seek to reciprocate this affection by dedicating ourselves daily to getting to know their needs and desires in depth. There are millions of customers with the most diverse profiles, for whom we work tirelessly with the goal of offering the best shopping experience in retail for almost a century”, says Washington Theotonio, CMO of Americanas.
“It is an honor to celebrate the 95th anniversary of such an iconic brand. And what’s more, to communicate this history based on real stories that complement it. There is nothing more profound than rescuing the past in the customers’ emotional memories, to celebrate what is yet to come. This is the main focus of the communication we created for the new campaign”, says Marcio Borges, executive VP and general director of WMcCann Rio.
In addition to the 15″ and 30″ film broadcast on open TV, digital and PayTV, the campaign also includes insertions of pieces in outdoor urban media, streaming, internet, radio, branded content and social networks, as well as special live broadcasts on September 6th and 11th, on the Americanas App, with several offers.
As part of its 95th anniversary celebrations, Americanas has prepared a special series for social media featuring remakes of famous stories, characters and traditional products of the brand, illustrated by artist Rafaella Tumma. In addition, the company will also promote retail media actions on all of the brand’s sales platforms with partners such as Red Bull, Sanchez Cano, Nestlé, Kimberly-Clark, Cadence, Café 3 Corações and Unilever.
