Raia Drogasil

40 Thousand Step Grandchildren

Agency: Zmes


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.

This professional campaign titled '40 Thousand Step Grandchildren' was published in Brazil in May, 2023. It was created for the brands: Drogasil and Raia, by ad agency: Zmes. This Integrated medium campaign is related to the Retail Services industry and contains 2 media assets. It was submitted 14 days ago.


Title: 40 Mil Netos
Agency: Zmes
CEO: Marcelo Tripoli
CTO: Henrique Makauskas
CSO: Carlos Borges
Creative Director: Daniel Ottoni
Copywriter: Daniel Ottoni
Art Director: Roger Possatto
Motion Designer: Ana Paula Toffoli

Client: RD S.A
Executive Director of Marketing & Clients: Vitor Bertoncini
Executive Coordinator of Loyalty: Karina Yoshimura
Director of Growth: Ana Carolina Parra
Growth Coordinator: Aretha Cursino
Executive Director of Operations: Melissa Cabral
Digital & Omnichannel Director: Diego Killian

Film Production Company: Concreek
Director: Rodrigo Zanchini
Director of Photography: Alexandre Vianna
Assistant Director: Priscila Moreira
Production Director: Miguel Pixies
Account Manager: Elisangela Dias
Editor: Gabriel Cesar
Executive Producer: Alexandre Vianna

Audio Production Company: Jamute
Executive Audio Producer: James Feeler
Production: James Feeler
Production: André Caminski
Sound Engineer: Fernanda Galetti
Sound Engineer: Otávio Bertolo
Sound Engineer: Rafael Laurenti
Account Manager: Erika Santan
Account Manager: Kiki Eisenbraum
Account Manager: Hingrit Nitsche
Coordination: Julianna Zuppo
Coordination: Letícia Nunes


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