Multiplan launches new Multi superapp campaign

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Aiming to further expand the reach of the Multi superapp, Multiplan has launched a new advertising campaign for its shopping center applications, starring comedian Rafael Portugal. Developed by the Comun agency and running from May 15, the campaign includes 30 and 60-second films, as well as a series of spots that individually highlight the application's features. The initiative reinforces the concept of Multiplan malls as the best option for leisure, gastronomy and shopping, showing that the Multi is the customer's great ally throughout his/her journey.

Based on the expression "nothing is so good that it can't get better," the new campaign highlights the features available in the superapp, inserting digital interventions to punctuate what was called the "Multi Effect." The situations portrayed in the campaign materials show how the experience with the malls gets even better with Multi and highlight the irreverent humor of Rafael Portugal.

Attentive to consumer demands, Multiplan is increasingly directing resources to formats that new generations also recognize. This was one of the reasons for choosing Portugal, who has been featured on TV, in the movies, in the theater, and especially the social networks, where he has more than 10 million followers. With a total investment of around R$15 million, the campaign will be divided into stages, and will cover all the markets in which the company operates with the 19 shopping centers it manages: Rio de Janeiro (RJ), São Paulo (SP), São Caetano do Sul (SP), Jundiaí (SP), Ribeirão Preto (SP), Belo Horizonte (MG), Curitiba (PR), Porto Alegre (RS), Canoas (RS) and Brasília (DF). 

"With Multi, we want to make our malls an increasingly pleasant, practical, and safe environment for consumers to socialize, have fun and satisfy their consumption desires. Our goal is to get to know our customers better and better, to offer more personalized benefits and to become even closer to them, generating opportunities for tenants as well," says Rodrigo Peres, Multiplan's Marketing and Loyalty Director.

Currently with more than 2.2 million downloads, Multi offers parking fee payment, information about movie and theater ticket programming and availability, direct WhatsApp contact between clients and tenants, offers and promotions of the traditional Lápis Vermelho promotion, and access to events, personal shopper, discount coupons, among other features. In addition, the super-app is also the channel to participate in MultiVocê, Multiplan's relationship program that aims to provide benefits to the most frequent customers and that recently concluded implementation in all 19 shopping centers managed by the Company.

Among the channels chosen for the campaign are open and closed TV, digital media and urban furniture. "We want to impact as many consumers as possible so that an increasing number of users can enjoy the benefits that Multiplan offers through Multi," concludes Rodrigo.

Watch the campaign film:



Technical Information

Client: Multiplan

Product: Multi

Film: Multi Rosa- Rafael Portugal - Duration: 60", 30" and 15" shorts

Market: National

Agency: Comun

Producer: Underdog

Postproduction: Great

Audio Production Company: Limbic Music

Film Directors: HUFA (Hugo Gama and Fabrício Abramov)

Concept: Raphael Laclau, Hugo Gama and Fabrício Abramov

Screenplay: Rafael Rosa