Black Friday

Black Friday became the most important retail date in Brazil. However, over the years, the event started receiving a lot of complaints related to misleading advertising (14%) and price makeup (7.6%). This way Black Friday became better known as Black Fraud.

We were inspired by a new feature introduced in soccer: the video referee. It quickly became a meme, with everyone using the expression “call the VAR” for all kinds of situations. We decided to create a fun and humorous campaign that played with the VAR, encouraging people to check that our offers were real.

We were the Top of Mind brand on Black Friday 2019, with a spontaneous recall of 25%. We were the retailer with the highest volume of app installs in November (YoY growth of 315%) and also the retailer with the highest volume of traffic on our website during Black Friday, reaching 25 million visits.