Pedro Osti.
PTEN
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Americanas · 2019

Go ahead, check it: it’s for real

Turning the "Black Fraud" distrust into a territory of trust.

Client
Americanas
Year
2019
Market
Brazil
Disciplines
Seasonal · Retail · Media

Problem

Black Friday had become the biggest date in Brazilian retail. But because many advertisers inflate prices before the event, every year people went back to calling it "Black Fraude" (Black Fraud), and that distrust spilled over onto brands.

Insight

Embrace the theme instead of running from it. In 2019, VAR had just arrived in Brazilian football and became a meme. "Go ahead, check it" was the lightest way to reinforce what Americanas already had going for it: trust.

Solution

A playful concept, whistle in hand, inviting people to check the discounts because they were real. Around it: early offers throughout the month, App Hour and the live Black Friday Show, all driving people to the app.

Creative execution

Go ahead, check it: it’s for real
Go ahead, check it: it’s for real
Go ahead, check it: it’s for real
Go ahead, check it: it’s for real

Results

25%unaided awareness, top of mind for Black Friday
53xmore sales than a regular day
+34%Black Friday revenue YoY
+12%new customer base
25Msite visits in November
7Mapp installs in the month

Source: Americanas internal data, November 2019.