ITA AND AFRICA CREATIVE TRANSFORM SOCCER SIDELINES INTO AN INTERACTIVE SHOPPING EXPERIENCE Marketing Communication News [Video]

Innovative Black Friday Campaign Turned Out-of-Bounds Plays into Instant Discounts

In an exciting fusion of sports and e-commerce designed to kick off the holiday shopping season, Itaú Bank teamed up with Africa Creative to launch “Touchboard Discounts,” a dynamic campaign that transformed traditional soccer field advertising boards into an interactive shopping experience during a crucial Brasileirão match between Botafogo and Palmeiras.

The program ran during Black Friday week on November 26. Africa Creative converted standard field-side advertising boards into dynamic shopping opportunities promoting the Itaú Shop, the bank’s online marketplace within its banking app. 

Each time the ball made contact with these specially equipped boards during the match, real-time discount coupons were instantly released to fans, who were offered special prices on products ranging from official team jerseys to consumer electronics.

“Africa Creative’s DNA is grounded in building connections between brands and consumers in original ways,” said Rapha Borges, Executive Creative Director, Africa Creative. …