JOVI Mobile · 2025
The 1% Terror
JOVI’s first Black Friday, with less than 2% of the leading brands’ investment.
- Client
- JOVI Mobile
- Year
- 2025
- Market
- Brazil
- Disciplines
- Seasonal · Media · Content
Problem
Black Friday accounts for 10% of the year’s smartphone sales, and 80% of buyers arrive at the store having already chosen brand and model. JOVI went into its first Black Friday with 6.7% awareness (Samsung, Apple and Motorola sat between 92% and 95%), roughly R$1 million in media against an estimated R$54 million from the three leaders, and no older models to clear out at 70% off.
Insight
23% of Brazilians replace their phone because of the battery, and no competitor had turned that attribute into a brand asset. At the same time, early November coincided with the Halloween peak and with horror releases in cinemas and on streaming. The real terror wasn’t on screen. It was your phone hitting 1% at the worst possible moment.
Solution
We moved offers and media up to early November and put 70% of the budget into the first two weeks, before CPMs inflated. The film "The 1% Terror" was cut like a movie trailer and ran on Netflix during the Stranger Things premiere, in cinemas (through co-op media with Claro) and on digital, targeted at people using a competitor’s phone that was 3 to 5 years old. Five fictional movie posters went out to film-review creators. Almost all of the production was done with AI, for R$169 thousand.
Creative execution
The five fictional movie posters from the campaign
Streaming, cinema co-op with Claro and film creators
Results
Over the same period, the smartphone market grew around 8%. The gap shows the result came from the strategy, the early timing and the idea, not from a category-wide tide.
Source: Effie Brazil 2026 entry: internal sell-out (Dec/2025), Meta Brand Lift, Google Keyword Planner, On The Go Brand Health Tracking (800 respondents), IDC Brazil.