With the main date for global retail approaching, iFood, a Brazilian technology company, and DM9 – the brand’s creative agency – announce the campaign Absurd November. With relaxation, creativity, originality and an unusual duo formed by actress Claudia Raia and comedian Igor Guimarães, the communication announces daily discounts of up to 60% in all categories on the platform throughout the month of November. The campaign brings a TikTok trend to television with an exclusive film that will be available in various media outlets starting today, November 4th.
The campaign, signed by DM9, innovates by making iFood the first brand to use a TikTok trend in all media, especially television. Starting from the recurring joke on the web that states that “every Brazilian is born with a degree in marketing”, the campaign’s motto piggybacks on the viral trend that brings small retailers doing absurd things to attract attention and publicize their businesses and offers among so many others. contents. It simulates falls, stumbles, accidents and a multitude of funny and unusual situations.
The TV film will star an unusual duo: actress Claudia Raia and comedian Igor Guimarães, both social network stars, with more than 5.5 million followers.
To contribute to the company’s desire to hold the biggest Black Friday in its history, missions will be carried out on TikTok for the public to replicate their own versions of the trend. To generate this buzz, the brand will also count on the participation of more than 20 creatorswho will be responsible for producing content with different triggers to encourage consumers to access the app daily in search of absurd offers, some of which may only last for 24 hours. And also as part of the 360º strategy, the piece has the support of native digital, social media and OOH actions, building the perception that everyone only has one topic at the moment: iFood Absurd November.
Another big new feature is the iFood Prize Roulette. During the month, more than 55 million active customers on the platform will be able to take advantage of special offers through the initiative. Users will be able to spin the virtual roulette wheel once a day, within the application, to win coupons, discounted items, shipping free and much more.
“At a time when practically all brands are shouting and competing on prices, our idea was to surprise. And for this, we chose to bring a communication that embraces iFood Absurd November in every detail: in the offers, of course, but also in the strategy, starting with a true invasion of content on social networks, in language, once again leading to a trend in TikTok for TV and bringing an ‘absurd’ protagonist duo, leaving behind the celebrities that have already become a landscape in advertising campaigns”, highlights Guzera, executive creative director at DM9.
“We are very excited about this new campaign that will bring daily discounts to our consumers in all categories of our marketplace”, says Ana Gabriela Lopes, CMO of iFood. “Together with N.ideias, our strategic brand consultant, and with the creative execution of DM9, we were able to develop a disruptive campaign that takes advantage of what is most current on networks to explore in other channels, we are sure that the public will have fun at the same time as you get to know our discounts in this Absurd November”.
