Americanas · 2020–2021
Relax, you’ll find it at Americanas
An institutional positioning to win back the brand’s place in people’s minds.
- Client
- Americanas
- Year
- 2020–2021
- Market
- Brazil
- Disciplines
- Brand · Positioning · Media
Problem
Magalu and Mercado Livre stepped up media pressure with catchy lines like "Tem no Magalu" ("Magalu has it") and "O melhor tá chegando" ("The best is coming"). The impact showed in Americanas’ unaided awareness, which dropped from 75% to 69% in the last quarter of 2018.
Insight
Digging into how online shoppers perceived the market, we found Americanas was still the brand people trusted most. Brazilians are wary when buying online ("will it arrive?", "will they have what I need?"), but they already trusted Americanas. That trust could be carried into the territory of peace of mind.
Solution
Within the territory of trust, we created an institutional concept for Americanas that could be repeated in any other retail brief the brand needed: "Relax, you’ll find it at Americanas". It became a jingle, a film with a modular opening (the dog wrecked the sofa? relax...) and a platform for influencers, soap opera characters, reality shows and TV product placements. Before going live, the campaign was tested with 300 people: 82.7% recognized the brand and 72% said their perception of Americanas would improve.
Creative execution
Institutional film
Gamer film
Pool film
Baby shower film
Results
Big Brother Brasil 2021 kicked off the campaign.
Source: Americanas internal data; Ilumeo brand tracking; pre-test with 300 respondents.