Touchboard Discounts from Itaú and Africa Creative

Black Friday often conjures images of crowded malls and frantic online shopping sprees. However, in a groundbreaking collaboration between Itaú Bank and Africa Creative, the quintessential Brazilian pastime—soccer—was reimagined as an interactive shopping platform. This innovative campaign, "Touchboard Discounts," turned a high-stakes Brasileirão match between Botafogo and Palmeiras into an unparalleled fusion of sport, technology, and e-commerce.

The Mechanics of Innovation

Launched during Black Friday week, the campaign replaced traditional sideline advertising boards with interactive displays linked to Itaú Shop, the bank's e-commerce marketplace embedded within its app. Whenever the soccer ball struck these specially equipped boards during the match, fans were instantly rewarded with real-time discount codes. These offers unlocked exclusive deals on popular items, including official team jerseys, consumer electronics, and high-demand home appliances.

It was a clever use of existing technology paired with a deep understanding of consumer behavior. Fans were already glued to the action on the field; by seamlessly integrating shopping opportunities into the match, Itaú and Africa Creative captured attention without disrupting the viewing experience.

Building Bridges Between Brand and Audience

“Africa Creative's DNA is grounded in building connections between brands and consumers in original ways,” explained Rapha Borges, Executive Creative Director at Africa Creative. By associating the Itaú Shop with moments of excitement and unpredictability during the game, the campaign succeeded in making the brand a relatable and integral part of the fans’ experience.

Renato Broggin, Co-COO at Africa Creative, emphasized this new approach to engagement: “We wanted to show that creativity doesn’t have to follow the ball — instead, we can use the ball beyond the field and create new games wherever it goes.” This mindset transformed what might have been an unremarkable out-of-bounds moment into a dynamic opportunity for interaction and value creation.

The Payoff: Engagement Meets Impact

The results were as stunning as the concept itself. Within just one hour of the campaign launch, Itaú Shop recorded R$2.27 million in sales. Even more impressive was the 400% surge in first-time users of the platform, marking a pivotal moment in the convergence of digital banking and e-commerce. By reaching over 20 million customers, the campaign showcased how well-targeted, innovative strategies can drive both engagement and measurable results.

By offering discounts on a variety of sought-after products—including video game controllers, TVs, and sneakers—Africa Creative and Itaú made Black Friday more than just a shopping event. It became an experience that blended fandom, technology, and convenience in a way that resonated deeply with audiences.

Redefining Boundaries in Marketing and E-Commerce

"Touchboard Discounts" is a case study in creativity meeting practicality. It redefined the boundaries of traditional advertising by transforming a static medium into an interactive tool for commerce. But beyond its technological ingenuity, the campaign's true success lay in its ability to tap into a shared passion—soccer—and use it to create meaningful connections between brands and consumers.

As the lines between entertainment, technology, and commerce continue to blur, this initiative serves as a reminder of what’s possible when companies dare to think outside the box—or in this case, outside the field.