The Challenge
Football is a cornerstone of Brazilian culture, and during the most decisive round of the Brazilian National Championship, Itaú Bank found a bold way to connect with fans. Using the stadium billboards, Itaú promoted its Black Friday sales by offering exclusive discounts every time the ball hit the field boards. Rather than relying on celebrities, Itaú flipped the script by turning missed shots—often from players with poor aim—into opportunities for consumers. This creative and humorous approach stood out amid the usual Black Friday noise, capturing the attention of both stadium crowds and TV audiences. For many, it was their first introduction to Itaú Shop—the bank’s new e-commerce platform—through a dynamic, relatable moment. While other brands were shouting for attention, Itaú succeeded in using authenticity, perfect timing, and Brazil’s national passion for football to make a lasting impact.
The Solution
To activate the Itaú Shop marketplace in a completely new way, we installed exclusive touch-sensitive sensors in the Itaú Shop field boards—the only boards equipped with this technology during the matches. Every time a player accidentally hit one of our boards, a special offer was instantly unlocked, featuring products every football fan dreams of—TVs, jerseys, balls, and more. But the discount wasn’t guaranteed: it only appeared if the impact triggered the sensor, turning missed shots into real-time rewards. Instead of celebrating flawless plays, Itaú embraced imperfection, transforming players with poor aim into live coupon activators. The result was a fun and memorable experience for fans inside the stadium and viewers at home, linking the passion of football with the excitement of instant deals—and positioning Itaú Shop as a surprising new player during the most competitive weekend of the year: Black Friday.
