Campaign presents offers that play with the theme of Income Tax, both on digital and in stores
The month of May will be different for Evino, the largest wine e-commerce in Latin America. For the first time, the brand brings the Immediate Refund campaign, with discounts of up to 60% on wines, as well as a 20% refund applied directly to the cart. In stores, selected wines are also part of the action.
Created by the advertising agency Innova AATB, from São Paulo, the campaign defends the concept with a theme that is the result of the mapping of opportunities in May: the delivery of the Income Tax declaration and the expenses that are subject to refund. Using this motto, Evino decided to refund 20% of all purchases directly in the cart, bringing discounts on labels as powerful as those of Black Friday, and with the promise of being the best brand to buy wines this month.
As a poster boy, actor and comedian Rafael Infante was chosen to play with the subject of Income Tax in a light and relaxed way. The campaign occupies the exclusively digital space, on Evino’s networks, and also has activations on the actor’s social networks, in addition to the support of a squad of micro influencers.
According to Maurício Fernandes, general director of service at Innova AATB, now the wines will also have a refund.
“This is a campaign with high conversion potential. We took advantage of the most commented hook of the month and used this insight to address the topic. Among the expenses that can be refunded, wine would never be one of them. But at Evino, we are securing these benefits with great promotions,” she explains.
The mechanics of the action have labels that are successful for the importer, such as Aves Del Sur Carmenere, Portada Reserva, Punta Negra Malbec, Chapoutier Pays d’Oc Tinto, Les Calandieres, Terres du Midi Rose and Don Simon Selección Tempranillo, and different formats in the digital and physical stores. In e-commerce, selected wines with up to 60% OFF will have an additional 20% refund on the purchase, applied directly to the cart. In the three Evino stores, in Pinheiros, in the West Plaza shopping mall and in Vilaboim, in São Paulo, the selected wines will receive a 20% refund of the purchase.
For Eduardo Souza, Director of Digital at the Víssimo Group, the brand bet on innovation for the first time and promises to be successful during the month.
“For the first time, in May, we wanted to do something different and create a commercially strong and current campaign. In essence, it’s about the power of wine to transform ordinary moments into extraordinary ones. Evino will offer the consumer the best opportunities to buy wines in the month”, completes the executive.
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