For the end-of-year holiday season, Itaú Bank partnered with Brazilian agency Africa Creative to make billboards on football fields accessible to buyers. The traditional signs around the pitch have been transformed for a Brazilian match between Botafogo and Palmeiras. The boards of directors promoted Itaú Shop, the bank’s online marketplace.
Interestingly enough, every time the ball hit the boards during the game, real-time discount coupons were distributed to fans, with deals on products ranging from official team jerseys to consumer electronics.
Why we care. Interesting collision between social shopping and the Internet of Things. It seems that anything that can be connected can be made interactive and therefore purchasable. Also note the lines that continue to blur between promotion and sale.
Measures of success. The campaign generated a 400% increase in new marketplace users. He reached 20 million customers and generated R$2.27 million in sales in just one hour on Itaú Shop.
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About the author
Kim Davis is currently an editor at MarTech. Born in London, but a New Yorker for almost three decades, Kim became interested in enterprise software ten years ago. His experience spans enterprise SaaS, data-driven city planning, and digital advertising, as well as applications of SaaS, digital technology, and data in marketing. He first wrote about marketing technology as editor of Haymarket’s The Hub, a marketing technology website, which later became a channel of established direct marketing brand DMN. Kim joined DMN proper in 2016, as editor-in-chief, rising to editor-in-chief, then editor-in-chief, a position he held until January 2020. Shortly after, he joined Third Door Media in as editorial director at MarTech.
Kim was an assistant editor at a hyper-local New York Times news site, The Local: East Village, and previously worked as an editor at a college publication and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog and has been an occasional guest contributor to Eater.
