Director de publicidade
at
Raia Drogasil
| Titulo | 40 Thousand Step Grandchildren |
| Titulo (língua original) | 40 Mil Netos |
| Agência | Zmes |
| Campanha | 40 Thousand Step Grandchildren |
| Anunciante | Raia Drogasil |
| Marca | Raia and Drogasil |
| Data da primeira Transmissão/Publicação | |
| Sector Empresarial | Hospitais e clínicas |
| Filosofia | 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. |
| Tipo de Mídia | Case Study |
| Comprimento | |
| Chief Executive Officer (CEO) | Marcelo Tripoli |
| CTO | Henrique Makauskas |
| Chief Strategy Officer | Carlos Borges |
| Creative Director, Copywriter | Daniel Ottoni |
| Director de arte | Roger Possatto |
| Motion Designer | Ana Paula Toffoli |
| Director de publicidade | Vitor Bertoncini |
| Director de publicidade | Karina Yoshimura |
| Director de publicidade | Ana Carolina Parra |
| Director de publicidade | Aretha Cursino |
| Director de publicidade | Melissa Cabral |
| Director de publicidade | Diego Killian |
| Produtora | Concreek |
| Realizador | Rodrigo Zanchini |
| Director de fotografia | Alexandre Vianna |
| Assistant Director | Priscila Moreira |
| Production Director | Miguel Pixies |
| Production Account Manager | Elisangela Dias |
| Editor | Gabriel Cesar |
| Produtor executivo | Alexandre Vianna |
| Audio Post Production | Jamute |
| Executive Audio Producer | James Feeler |
| Produtor de som | James Feeler |
| Produtor de som | 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 |
