Sound Engineer at Otavio Bertolo

Raia and Drogasil - "40 Thousand Step Grandchildren"

Zmes São Paulo, 巴西

1048

品牌: Raia and Drogasil
国家: 巴西

广告主: Raia Drogasil

标题	40 Thousand Step Grandchildren
标题 (原始语言)	40 Mil Netos
广告公司	Zmes
广告战役	40 Thousand Step Grandchildren
广告主	Raia Drogasil
品牌	Raia and Drogasil
首次发布日期	2023 / 5
行业领域	医院、医疗机构和医疗服务
哲学	Brazil's largest pharmacy chain, composed of the brands Raia and Drogasil, showcases their case titled "40 Thousand Step Grandchildren", which has been helping the Baby Boomer generation - individuals born between 1945 and 1964 - adapt to digital tools and become more independent in using e-commerce. The project, which involved Zmes, a contemporary blend of agency and consultancy that leads growth initiatives at Raia Drogasil, started when the chain introduced traditional personalized discounts from physical coupons to their app, offering higher discount levels in the digital medium. The next step was to train 40 thousand employees - mostly from Generation Z (born between the second half of the 1990s and the early years of 2010) - from the Raia and Drogasil pharmacy chains to provide assistance to customers in-store. Elderly individuals received special focus as they accounted for a significant portion of purchases in physical stores but were less active on the app, reflecting generational behavior. A genuine connection between two generations emerged, with Generation Z taking responsibility for assisting Boomers throughout the entire process, from downloading the app to completing the purchase and collecting the product in-store in real-time. This allowed Boomers to shop without depending on younger family members. Furthermore, to help build trust with this audience, Raia Drogasil started highlighting on physical coupons that the same offer has a greater discount on the app. The 40 thousand attendants began comparing the offers from printed flyers with those from the e-commerce platform, demonstrating to Boomers that not only is it practical and easy to use the app, but also that better deals can be found. Thanks to this initiative, Raia and Drogasil experienced a 29% increase in sales to new online buyers and over one million app downloads each month, with 65% of the downloads occurring in-store with the assistance of employees. The pharmacy app became the second-largest digital traffic source in the pharmaceutical sector worldwide. The strategy helped RD achieve a record 40% digital market share, establishing absolute leadership in the e-commerce of the Brazilian pharmaceutical retail sector.
媒体类别	案例研究
长度	118 seconds
Chief Executive Officer (CEO)	Marcelo Tripoli
CTO	Henrique Makauskas
Chief Strategy Officer	Carlos Borges
Creative Director, Copywriter	Daniel Ottoni
美术指导	Roger Possatto
Motion Designer	Ana Paula Toffoli
广告经理	Vitor Bertoncini
广告经理	Karina Yoshimura
广告经理	Ana Carolina Parra
广告经理	Aretha Cursino
广告经理	Melissa Cabral
广告经理	Diego Killian
制作公司	Concreek
导演	Rodrigo Zanchini
摄影指导	Alexandre Vianna
Assistant Director	Priscila Moreira
Production Director	Miguel Pixies
Production Account Manager	Elisangela Dias
剪辑师	Gabriel Cesar
执行制片	Alexandre Vianna
音频后期制作	Jamute
Executive Audio Producer	James Feeler
Sound Producer	James Feeler
Sound Producer	André Caminski
Sound Engineer	Fernanda Galetti
Sound Engineer	Otávio Bertolo
Sound Engineer	Rafael Laurenti
Audio Account Manager	Erika Santan
Audio Account Manager	Kiki Eisenbraum
Audio Account Manager	Hingrit Nitsche
Coordinator	Julianna Zuppo
Coordinator	Leticia Nunes