Getting rid of the curse of 7x1
When superstition takes over a nation
We needed to create a nationwide campaign to increase Magalu"s TV sales as the 2018 FIFA World Cup approached. Brazilians love football, but the 2018 edition did not excite them. As you may recall, Brazil was thrashed 7x1 by Germany in 2014, and the national team hasn't been playing as well since. But we still needed to persuade people to buy a new TV to watch the World Cup, so we decided to tap into the most primal Brazilian emotion: superstition. Will you be brave enough to watch the Brazil game on the same TV as "7x1"? With this provocative concept, we launched a 360o campaign inviting people to bring their old TVs, the "jinxed" ones in which they watched that dreadful game, to the stores to trade-in for a brand new one.
Trade-in your TV for a discount at Magalu.
"Jinx, get out!"
Will you be brave enough to watch the Brazil game on the same TV of the "7x1"?
Your TV for the sixth championship can’t be the same as the 7x1
Type by MotorNiveo
Undoubtedly football is
big deal here in Brazil.
The campaign was a huge success, with over 1.000.000 TVs sold during that time period. With 76 percent growth, it was the company's best quarter in five years. A historic victory. Magalu's distribution center was crammed with "jinxed" trade-in television. Definitely a smash hit.
As our distribution centre was piling up with traded TVs, we needed to get rid of all that amount of bad luck. Obviously, the logical choice was to SEND TO ARGENTINA our biggest rivals. We made a video mocking our "hermanos" and even their maximum idol. Some people even thanked us for passing along the curse.
We messed around the Brazilian way and it paid off. Getting more attention than a lot of official sponsors. It was a quarter to get into retail history books. Unfortunately, we didn’t win the World Cup, but we did better than our national team. The jinxed TVs sent to Argentina accomplished their assignment.
The TVs were actually sent to an ecological disposal BUT as you can see something happened 😏 You can watch the full case here.