Pão de Açúcar: Fortune cookie – the birthday card that changed lives

Giovanni+Draftfcb

Entry Information

Country where program ran: Brazil
Program start date: 07/01/12
Program end date: 03/31/13
Advertiser/Client Name: Programa Pão de Açúcar Mais
Product/Service Description: Pão de Açúcar is a premium supermarket chain in Brazil with approximately 160 stores. Pão de Açúcar's Mais is its Loyalty Program which rewards consumers who accumulates points. The main goal is to know its clients shopping behavior and establish a customized communication, offering products in accordance with their needs.
Category: Retail/Direct Sales (RDS)

Strategy

Business problem

Pão de Açúcar is a premium supermarket chain in Brazil that believes in happiness and has sustainability as one of its main pillars. Our challenge was to take advantage of the birthdays of the highest-consuming customers in our loyalty program to deepen their involvement with the brand. What should a birthday card look like, from a brand that is continually asking itself: "What makes you happy?" And what kind of gift could it contain that did not only communicate, but actually deliver happiness and sustainability? There was also another issue: for customers that have almost everything, the task of giving them a present is even more difficult.