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January 28, 2013

Brazilian retailer ‘Reserva’ uses real robbery footage to create sales frenzy advertising

When life hands you lemons, what do you do? Make an ad out if it, says 32 year old Brazilian menswear entrepreneur Rony Meisler, who has dubbed his latest ad campaign ‘Limonada’.

After one of his Reserva clothing stores in Sao Paulo was recently burgled twice in December, Meisler thought to use the genuine CCTV footage in an ad to promote his current January sales. His tactic demostrates the craziness of shoppers picking up bargains, but also hits back against the robbers whose faces are visible in the ad, and who are yet to be apprehended.

The smash and grab footage shows the chaotic gang of thieves breaking through a front window display, knocking over store dummies and scrambling to gather as much clothing as possible in less than a minute. “There’s no need to break the store window,” begins the English version. “Just go in! Reserva sale: Up to 40% off.”

The ad continues over pumping guitar rhythms and crashing drums, listing the various clothing items being stolen but also available in the sale such as jeans, shorts and polo shirts. The final message reads, “Hurry up! Because there are people doing crazy things for Reserva!”

Meisler is a cofounder of the Reserva Group, and also acts as its creative director. He says the ad, which was created entirely by the Reserva in-house team, is a type of ‘smart revenge’ on the thieves who took $20,000 worth of stock. “They stole my clothes and we stole their image,” he told O Globo newspaper. “Hopefully they will become upset and complain,” he jokes.

The ad was made exclusively for the internet, and has been posted across social media networks. To date, the English version has been viewed nearly 10,000 times in its first week online, with the Portuguese version already exceeding 200,000. The clothing brand has also achieved over 1.2 million likes on Facebook.

WATCH: You can see the ad in Portuguese below


About the Author

Evon Koprowski
Brand storyteller, creative strategist, content marketer and all round bon vivant at Red Fortune Media where I growth hack projects for the arts, culture, tourism, technology and social sectors. I'm freelance - if I can help you, get in touch.

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