BR MANIA SUMMER – Researches related to profile and consumer behavior in convenience stores, allied to analysis, creativity and planning were the main ingredients to create a nationwide promotional marketing activity, which could integrate POP merchandising and interactive actions on beaches and gas stations. Attributes inherent to the summer (cheerfulness, youth, vacations), were the pillars of the promotions identity: POP materials, promotional mechanisms, vans, uniforms and other related stuff.On outside actions, designed to present sandwiches and encourage customers to go into the stores, young teams conducted promotional games, distributed gifts and discount coupons.

The target answered to the promo mechanics, which brought good results for the stores. It increased the flow of customers and sales, achieving a relevant number of sandwiches testings, purchases and recommendations. The promo also helped to strengthen brand relationship with consumers.The estimated public impacted directly and indirectly through the action was more than 500,000 people. About 50% of distributed coupons were used before the end of February. At beaches and gas stations, public took part and enjoyed a lot the games. Approximately 98% of interviewed customers said they had gone to the store influenced by the promotion.