Effie: Silver.

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Casas Bahia is Brazil's biggest furniture retailer. And soap-operas are the country's sacred religion. Everybody has already dreamed about having a home decorated like the ones we see on TV. So we caught the audience off-guard in the commercial break, when they saw the heroin of the soap-opera they've just watched announcing that her whole house was on sale at Casas Bahia. From this day on, everyday she announced a different product in the break and on social media too. An exact replica of her home was built on Casas Bahia's stores all over the nation and in the main subway stations of São Paulo. As the soap-opera episodes were aired, new real-life furniture was created based on other characters’ homes, diversifying the campaign. The results? Casa Bahia got

its second biggest selling day on the year, only behind Black Friday;

out-of-stock in just 2 weeks; and the highest number

of interactions with a brand on social media in Brazil ever until then.