The reinvention of print - Casas Bahia Brazilian retailer and Folha de S.Paulo

The reinvention of print - Casas Bahia Brazilian retailer and Folha de S.Paulo

Folha de S.Paulo

São Paulo, Brazil

Category Best Execution of Print Advertising

Media associated with this campaign

Overview of this campaign

The Challenge

Casas Bahia is the largest retailer in Brazil, whose advertising campaigns are known for spreading traditional products plus offers.

In a non-traditional strategy, this advertiser was looking for an exclusive and unprecedented impressive ad to celebrate the ”Client’s Day”.

As the leading news media brand in Brazil, Folha de S.Paulo was able to offer Casas Bahia its vast audience of more than 20 million different readers, in print and digital platforms, in order to enhance its communication campaign. But the challenge was how to offer a unique advertising action that would be able to make an impact and meet Casas Bahia’s expectations.


Folha de S.Paulo’s solution:

- To draw the public’s attention, besides offering a premium visibility on Folha’s Digital version, Folha de S.Paulo developed a new idea in print to give an exclusive, unique and unprecedented impact ad solution, featured right before the front page of the newspaper.

- In a single and unprecedented edition, Folha de S.Paulo published a multipage advertisement right before the front page of the newspaper. 

Results for this campaign

Casas Bahia’s ad appeared before the breaking news of Folha’s edition, bringing a high and positive impact nationwide.

Also, according to Datafolha Research Institute’s survey in 2017, Casas Bahia kept its positions as a top of mind brand in Brazil, when people think about Furniture and appliances shops 


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