Campaign was created by WMcCann and works on the concept “Relax, at Amerinacas you think”
Americanas is betting on the “Biggest Easter in the World” in 2022, with a 360º campaign, which will take children to the playful world of the Easter bunny.
The campaign, created by WMcCann, received the slogan of “the biggest Easter in the world? Relax, at Americanas you think, which gives continuity to the other campaigns of the brand, including those present at Big Brother Brazil.
For this year’s Easter, Americanas prepared two videos. The institutional film will be released this Sunday (3) and transforms a physical store of the brand into the playful world of a child, who follows the rabbit’s footprints to a vine of red Easter eggs.
“The campaign brings the real and the playful, but it also shows that Easter is not just going and shopping, it has a whole story behind it and we want to tell this story that refers to an affective memory”, said Aline Oliveira, head of American Marketing.
In addition to the institutional campaign, the brand will also launch a functional campaign with a video made in Stop Motion. The video aims to promote Americanas’ own brand, D’elicce, and show the gifts of its Easter eggs.
“We did it in a very playful way too, in a way that the child looks and tells the mother that he wants an egg from one of those characters”, highlighted Aline.
The campaigns will feature 360º publicity, with open TV, closed TV, Youtube, social networks, lives on the Americanas app, sponsored banner, displays in physical stores and an action at Big Brother Brasil that, according to the head of marketing, does not yet have a confirmed date.
“We are going to have an action that we call ‘luxury action’, which takes place in the afternoon with the brothers. functionality”, said Aline. On this day, Americanas will also make appearances in the intervals of the reality show.
For the campaigns that will be broadcast on TV, Americanas will use TV sink. “While our advertising is shown on television, on any channel, it will also appear in display format on some sites on the client’s cell phone”, explained the executive.
The campaign will also have the presence of digital influencers, which will be announced between the 3rd and 4th of April, but Aline told the PROPMARK that the names will be geared towards influencers who have children.