CEO of Pullse, Allan Barros talks about the agency’s strategies for the brand’s new communication phase
In July of this year, the Dreamers Group won the account of the then Via, now Grupo Casas Bahia, with one of its missions to rescue the moment of success of Casas Bahia, the group’s main banner. To achieve this, a series of strategies were designed, among which is the positioning Total dedication to you.
CEO of Pullse, Allan Barros says that, today, this brand motto has, in a way, broken down into the company’s pillars that are part of the relationship between Casas Bahia and consumers. This rescue campaign runs until December. In 2024, we will come with a new communication, he said.
The strategy
Our strategic suggestion was to rescue the brand’s moment of success and place it at the level it deserves. Total Dedication to You was a position that people never forgot, so it made a lot of sense to bring it back. We had a phase in which we used teasers, with Fabiano (Casas Bahia’s poster boy), which I joke was a great homage to Brazilian advertising. In them, we asked Fabiano, where are you going?, and what he replied gave rise, for example, to being a bank, whereas, in fact, we were talking about Casas Bahia’s credit, which is very strong. We also joked that it could be iFood or Correios, but, in fact, he was going to Casas Bahia, which has a delivery service that has a large reach in Brazil. And so, we were able to quickly establish this conversation again and restore the positive DNA of the brand.
Total Dedication to You
We are now entering October, which is Casas Bahia’s anniversary month. Then comes a second wave of innovation, and we continue with this rescue of Total Dedication to You, which I understand is much more modern if we take into account the fact that all brands have to put the consumer at the center of everything. In fact, Casas Bahia has been doing this since 1972, when this positioning began to be used. In the past, dedication was closely linked to the Casas Bahia credit issue, something that was very strong. What was, then, the great demonstration of Total Dedication to you was giving credit, today, there are six pillars of delivery that occur on a daily basis in the relationship with customers. This phase of the campaign, the rescue, runs until December. In 2024, we come with a new communication strategy.
Account Challenges
First we need to put Casas Bahia in consumer preference again. When we look at the brand’s track record, we see that it has always been the most preferred in the most important segments, but, unfortunately, in the last five years, this has lost a little. The brand is well remembered, but is not preferred in the main segments. Our second challenge is to ensure that the unique reality of Casas Bahia is recognized by the consumer. We realized that, in our customer base, there are those who are native only to the physical store and a minority to the digital store. And, to this day, we still haven’t managed to establish a single channel in a more fluid way. What we see is that it happens, but not in a fluid way. When you look at the capillarity of the Casas Bahia physical store, we see that there are more than a thousand stores, the only retail operation in Brazil that delivers to all municipalities in the country. Players that are digital do not have the capillarity of delivering to all municipalities. The second challenge, then, is to make the consumer understand this omnichannel in a fluid way.
Plataforma Geofast
It is a very revolutionary platform, which we usually say is a communication library for more than 120 segments of the economy. We started an operation for Casas Bahia in March of this year using this platform with the speed that we have in customizing content for each store in Brazil. With it, in two minutes, an entire campaign is ready and, thus, I can activate it in a targeted way for a city, a neighborhood, a region. This was our first phase in serving Casas Bahia: the result was very good, they liked it and, consequently, it opened up space for us to win the entire account.
