STRATEGY

In a full-service project, we developed the rebranding, verbal and visual identity, experience strategy, and integrated communication.

To create the ideal journey, we conducted an immersive experience, speaking with partners from diverse backgrounds, as well as carrying out quantitative research and analyzing existing materials. This stage also included mapping personas and the current journey, followed by a co-creation workshop, resulting in the delivery of the partners' ideal journey, a one-page experience guide showcasing potential Brand Moments, and projects for implementing the developed journey.

From this, for the launch of the new Americanas Marketplace brand, we highlighted the impact of its services for those who use them, whether they are small entrepreneurs or large businesses. And our insight came from all the opportunities that arise from this partnership: "Americanas Marketplace opens all doors.".

With the goal of "combining everything good to improve people's lives," several possibilities arise to take your business further, whether through multiple customer bases (Americanas, Submarino, ShopTime, among others), training programs, or the network of solutions and logistics that structures the businesses, so that partners find an open path to better serve their customers.

We want these opportunities to be clear to everyone who wants to sell in Brazil, enabling success in their online sales and the prosperity of their businesses. It's time to solidify the strategy in communication that presents Americanas Marketplace and all the possibilities available to those who are part of this ecosystem.

CREATION

Starting from the brand idea "Opening all doors for your business," we created a manifesto video for the brand's turning point in September 2021, broadcast across digital media. In it, we highlighted the brand's new positioning, portraying Americanas Marketplace as someone who understands the challenges faced by its partners and stands by them every step of the way, boosting and transforming their potential into results.

The campaign uses the ampersand (&) as its icon to highlight the various benefits of choosing the platform: selling products on multiple websites simultaneously, end-to-end business solutions, support from store creation to after-sales service, training with free access to exclusive content created by experts, and more. Additionally, it consolidates the new colors, pink and purple, and the tagline "Adding value for your business to go further.".

In January 2022, we launched the second phase of the communication campaign, with a 30-second and 15-second film and social media content. In the 30-second film, we see an entrepreneur working in playful settings that represent her store. The camera moves through each setting via an "&", which acts as an open door, revealing the character and how the marketplace's unique features complement her daily life.

The campaign also includes partnerships with podcasts and influencers, as well as DOOH (Digital Out-of-Home), content production for segmented magazines and portals, and digital events with guests and experts in the field.