Malls connect Valentine’s Day to the passion for soccer

Sonae Sierra Brasil associates two special moments in Brazilian’s life in the campaign “Cheers for Love”

This year June begins with important dates expected by many Brazilians. In addition to Valentine’s Day – the 3rd best date for retail – is also when the World Cup atmosphere and the love for soccer come on the field. For the retail market, it is time to get together emotions to ensure crowded halls. With that in mind, Sonae Sierra Brasil, one of the largest mall companies in the country, has united these two passions in its “Cheers for Love” campaign.

Getting closer the consumer to campaign and bring the climate of love into the Brazilian’s home, the action has a ‘Buy and Win promotion’ of FOM pillows, created exclusively for Sonae Sierra Brasil. The prints symbolize the union between countries and the opportunity that the matches provide of connecting the entire world. Between May 30th and June 12th, every R$ 300 in purchases, the consumer can get a “Cheers for Love” FOM. There are two collectible models.

“A few years ago, Sonae Sierra Brasil started to transform the Valentine’s Day in Brazil into a ‘Love’s Day’: love between friends, couples and family, as it is celebrated in other countries. In the year of the World Cup, the campaign gains another reason to remember the harmony and the bond among people in the common cheer for our country”, says Laureane Cavalcanti, Marketing and Communication Director of Sonae Sierra Brasil.

The media campaign includes radio spots, print media and online actions on Facebook and Instagram. The ROIx programmatic media platform is also being used to reach a targeted audience by delivering spots of up to 30 seconds on streaming audio platforms.

The participating malls in campaign are Penha, Campo Limpo and Plaza Sul (São Paulo/SP), Metrópolis (São Bernardo do Campo/SP), Franca (SP), Parque D. Pedro (Campinas/SP), Manauara (Manaus/AM), Uberlândia (Uberlândia/MG), Boulevard Londrina (Londrina / PR) and Passeio das Águas (Goiânia/GO).

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