Catering to the common confusions surrounding the digitisation of daily life, Brazilian general retailer Magazine Luiza has launched a nationwide promotion dubbed Digital Mission, offering seven families a full ‘digital makeover’. The initiative is devised to spotlight the brand’s strategic transformation from traditional retailer to omnichannel, tech-savvy brand.
The thinking is two-fold: pitching itself as an ‘enabler’ to help consumers with the complexities of digital-era life (see Purchasing Peace of Mind in The Supportive Sell), but also supporting the country’s growing interest in connected homes. Findings show 78% of Brazilians are already aware of smart homes and 57% anticipate automation will impact their lives in the next five years (GFK, 2015). However, only around 300,000 Brazilian homes are currently ‘smart’ (Aureside, 2015).
To get involved, consumers need only buy a product from Magazine Luiza, then post a short video to a dedicated microsite explaining why their family deserves the prize. The winners will receive a ‘personal digital consultancy’ – one year of technological support, high-speed wi-fi, 4G mobile phones, a Netflix subscription and $15,000 worth of electronic equipment.
Shrewdly feeding Magazine Luiza’s branded content/marketing agenda, the makeovers will later be broadcast nationwide on TV show E de Casa (It is Home) on Globo – Brazil’s top TV channel.