TouchBoards Discount

Itaú · 2025

Brand: Itaú Agency: Africa Brazil Finance2025

AI Overview

Itaú installed touch-sensitive sensors on stadium field boards during Brazil's National Championship final round, unlocking instant Black Friday discounts whenever players hit the boards. The activation reached 2 million new customers and drove R$2.27 million in sales in one hour, positioning the bank's struggling e-commerce platform as a dynamic player by turning missed shots into real-time coupon triggers.

Strategic insight

Instead of fighting traditional Black Friday noise with media spend, Itaú leveraged an overlooked behavioral constant — players miss shots 80 times per match — to create authentic, earned moments that introduced its marketplace to football-obsessed consumers who already trusted the brand.

The Tech

Exclusive touch-sensitive sensors embedded in Itaú Shop field boards detected ball impacts in real time and instantly surfaced coupons during live broadcast and stadium display, making the technology itself the activation mechanism rather than a hidden backend system.

Business Result

Campaign reached 2 million new customers, generated R$2.27 million in sales within one hour, increased marketplace access 8x above monthly average, and grew first-time buyers by 350% during Black Friday weekend.

AI Overview

Strategic insight

The Tech

Business Result

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