During the most special time of year, the American Whether you want to remember the remarkable stories of Brazilians with the brand, whether it’s buying chocolates for a movie session or finding the right toy to present at the Natal. The brand, which has been present in consumers’ lives for a long time and in every corner of the country, creates memories in consumers’ minds.
The campaign developed by WMcCann brings the concept “Christmas Americanas. You think more than gifts. Find stories”. The film conveys a message of emotion, empathy, compassion, solidarity and also reinforces the special stories of consumers with Americanas.
“For Natal Americanas to be even more special, we chose a message that demonstrates how our products permeate our customers’ lives and how it is possible to create special stories with Americanas gifts. We talk about solidarity, emotion and the importance of building new stories”, says Vitor Monte, head of Marketing at Americanas SA.
As for materials focused on sales, the campaign strategy will be to reinforce the famous slogan “Relax”, now with the complement “At Christmas Americanas you think”. Dynamically, the film will present available gift offers for that time of year, which will feature party favors and goodies. Consumers will also be invited to download the Americanas app and have everything in the palm of their hand.
“Once again, we are with Americanas in such a special time to build a Christmas message full of good stories that recall the special moments that each one has lived with an Americanas gift. This is the Christmas message we built for the brand, which launches for the first time an institutional campaign with the theme”, comments Marcio Borges, Vice President of WMcCann Rio.
The campaign was aired yesterday (7) and will feature nationwide, on open and pay TV, in addition to social networks, OOH, influencers and brand ambassadors.
American women in the Favela
Americanas is also present at “Vila Natal Encantado – A Magia na Favela” in Paraisópolis, an initiative that aims to promote a space where favela children can visit and live the experience of meeting Santa Claus and all the magic and Christmas transformation. By participating in the event, organized by the G10 Favelas, Americanas reinforces its commitment to the country’s favelas, which began in April, with projects for the inclusion of residents in e-commerce, training and employability with the Americanas na Favela initiative.
In a space decorated with Christmas themes, the village will offer musical performances and will be open for visitation, from Monday to Friday, from 9 am. The event also promotes the donation of products for the Christmas Dinner, such as turkey, tenderloin, loin and pork ribs to families that are in social vulnerability. Americanas’ participation in Christmas in Paraisópolis is totally in line with this year’s campaign, which speaks of solidarity, emotion and the importance of building new stories together with customers from all CEPs in Brazil.
Watch the campaign movie:
DATASHEET
Agency: WMcCann
Customer: American
Product: Institutional
campaign name: American Christmas Magic Box
Customer Team: Washington Theotonio, Vitor Monte, Aline Oliveira, Marcelli Valle, Thiago Pinhão, Raissa Zylberglejd, Ana Araújo, Wilson Almeida, Erika Mattos, Mariana Moragas
Executive Chairman: Hugo Rodrigues
CCO: Mariana Sa
Executive VP and General Director of RJ: Marcio Borges
CEO: André France
creative direction: Ricardo Weitsman
Associate Creative Director: Felipe Gomes and João Resende
Creation: Ricardo Weitsman, Felipe Gomes, João Resende, Philippe Lacerda, Bruno Mukai and Durval Filho
TUBE: Renata Bokel
Planning: Luiza Portella, Fabiana Lovate, Daniela Urzeda and Evelyn Cristina
Service: Ana Paula Perdigão, Anna Moraes, Ana Julia Damm, Paula Stockler and Rodrigo Ribeiro
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