The facades of 22 stores were renamed Permebucanas to reinforce the role of the mother figure
Pernambucanas decided to honor the country’s mothers by changing its logo to “Permebucanas”, as a way of reinforcing the importance and valuing the mother figure in society.
The campaign, structured together with Artplan, runs from April 13th to May 14th, when Mother’s Day will be celebrated, in 22 stores of the network and features a manifesto film, in three versions of 60, 30 and 15, which will be displayed on Pernambucanas’ social networks.
“The change of our logo on the front of the stores, as well as on social networks and other communications, demonstrates the size of the importance of mothers to us. In 115 years of history, this is the first time that something in this sense has been done. Since we are structuring a dynamic that offers a double gift, unlike anything offered by retail, this is how we represent how much we value and respect them. It is a gift for the protagonists of Brazilian families”, said Sergio Borriello, CEO of Pernambucanas.
In addition to changing the façade, during this period, customers who purchase the Pernambucanas card will receive a 10% discount or 20% cashback on their first purchase.
The retailer will offer a promotional campaign that will have a cashback mechanism, with double gifts, through PPIX, a new way of giving gifts created by the brand. In the action, the customer makes his purchases using the Discount Bag and receives up to 10% of the value in his Cashback Account and, during the dynamic, before closing the purchase, the customer will be asked if he wants to make a PPIX for his mother, or that is, transferring the cashback value to her, offering two gifts at once.
In addition, the brand will also have an activation in all its units, through instagrammable environments so that customers can interact and take pictures with their mothers.
When we put the name mother at the center of the brand, our purpose was to praise all the love we feel for our mothers, in their different ways of being. Through this activation, we also care for Pernambucanas mother customers, so that they feel prestigious. Each thought action is an extension of the mother’s caress, with our communication in a warm and powerful way, as well as the love of these women, added Alessandro Bernardo, Executive Director of Creation at Artplan SP.
The brand will also have a squad of influencers who will spread the campaign messages throughout the period. The strategy brings Paolla Oliveira, the retailer’s poster girl, Mari Maria and Mari Bridi with a focus on awareness, presenting institutional content, in addition to several micro and nano influencers with content aimed at promotional techniques and products from the collection.
