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Africa Creative makes soccer ad boards shoppable


Itau 2Itau 2

For the holiday shopping season, Itaú Bank has partnered with Brazil-based agency Africa Creative to facilitate the purchase of billboards for soccer fields. The traditional boards around the perimeter of the pitch were transformed for the Brazilian match between Botafogo and Palmeiras. The committees promoted Itaú Shop, the bank’s online marketplace.

In a nice twist, every time the ball made contact with the boards during the game, real-time discount coupons were released to fans, with product offers ranging from official team jerseys to consumer electronics.

Why we care. An interesting collision between social shopping and the Internet of Things. It seems that anything that can be connected can be made interactive and therefore shoppable. Also note that the lines between promotion and sales continue to blur.

Measures of success. The campaign led to a 400% increase in the number of new market users. It reached 20 million customers and achieved sales of R$ 2.27 million within just one hour on Itaú Shop.


About the author

Kim DavisKim Davis

Kim Davis is currently the Editor-in-Chief at MarTech. Born in London, but a New Yorker for almost three decades, Kim started working in business software ten years ago. His experience includes enterprise SaaS, digital ad-based urban planning, and the application of SaaS, digital technology and data in the marketing space. He first wrote about marketing technology as the editor of Haymarket’s The Hub, a dedicated marketing technology website, which later became a channel on the well-known direct marketing brand DMN. Kim joined DMN in 2016, as a senior editor, rising to executive editor, then editor-in-chief, and held that position until January 2020. Shortly thereafter, he joined Third Door Media as editorial director of MarTech.

Kim was an associate editor for the New York Times hyperlocal news outlet, The Local: East Village, and previously worked as an academic publication editor and music journalist. He has written hundreds of New York restaurant reviews for his personal blog and has been an occasional guest contributor for Eater.



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