Itaú Bank partnered with ad agency, Africa Creative, to launch a Black Friday campaign that transformed soccer field advertising boards into a dynamic shopping platform. 

The Touchboard Discounts initiative took place during a match between Botafogo and Palmeiras on 26 November, kicking off the holiday season.

Africa Creative converted standard field-side advertising boards into interactive shopping opportunities for the Itaú Shop, the bank’s online marketplace within its banking app. Each time the ball made contact with these specially equipped boards during the match, real-time discount coupons were instantly released to fans.

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The campaign reached 20m customers and generated R$2.27m in sales within just one hour, driving a 400% increase in first-time marketplace users. Fans were offered special prices on a variety of products, including official Botafogo and Palmeiras jerseys, video game controllers, TVs and airfryers. 

“We sought to inspire spectators to embrace Itaú Bank as a fellow fan and to view the Itaú Shop as the best place to make their holiday purchases,” said Rapha Borges, executive creative director at Africa Creative. Renato Broggin, Africa Creative co-COO, added, “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.”