Everybody Loves Coupons

Part of the daily life and consumption of both Brazilians and Americans, discount coupons attract the public as an alternative to pay less on selected products and to pay off debts. Based on this behavior, Serasa – a credit platform focused on improving perople’s financial health - creates its unprecedented campaign, starring Tichina Arnold, known for playing Rochelle in the series Everybody Hates Chris.
Recorded in Hollywood and developed in partnership with Oliver Latin America through Pinkers, the in-house agency dedicated to Serasa, the production connects references to the financial universe to show that this alternative is a great ally in debt negotiation.
In the film, the actress travels to Brazil and is enchanted by the experiences and products she finds along the way. The passion for the country soon turns into a passion for spending until she realizes that the bills have started to accumulate, bringing out the strong personality and complicated relationship with money already known to the public. However, the arrival of Boletinho, Serasa's mascot, brings a solution to the problem: a coupon that offers a discount on the negotiation of debts.
"The series remains present in the imagination of Brazilians, bringing that nostalgia and affection for the characters, in addition to a certain identification with the situations experienced by many families, especially when we look at financial difficulties and the need to save. This humor, which manages to transform everyday situations into lightness, is something that speaks a lot to the way Serasa has communicated with people", comments Renan Maximiano, creative director at Serasa.
"When we thought about a campaign about coupons, it made a lot of sense to look for someone who represented this strong culture in the United States. At the same time, we wanted a personality who had a genuine connection with Brazilians. Tichina brings together these two attributes in a unique way: in addition to coming from a market where the use of coupons is part of people's routine, she is widely recognized and loved in Brazil for her role in the series, a striking maternal figure that crossed generations. This combination allowed Serasa to build a narrative with cultural relevance, nostalgia and a lot of identification with the public", highlights Beto Rando, business director at Oliver.
A production that crosses borders
The campaign marks an unprecedented moment in Serasa's history: it is the first time that the company has recorded an advertising production outside Brazil. Filming took place in Hollywood, at Sunset Las Palmas, a studio owned by Disney, which has already hosted productions such as I Love Lucy, The Fat and the Skinny, The Addams Family and La La Land.
With humor and identification, the project expands the way of presenting Serasa coupons, showing that they can not only help in the shopping economy, but also as allies when negotiating debts, making room for financial organization. The campaign also has the participation of the official voice actors of the series: Guilene Conte, who voices Tichina Arnold and the character Rochelle, and Philippe Maia, responsible for the voice of Chris Rock and the narration of the series.
"The project was born from a combination of elements that talk very well to each other. In it, we were able to connect pop culture, the financial universe and Serasa in a spontaneous way, using humor, nostalgia and identification to bring the brand closer to Brazilians and talk about a financial product in a light way", reinforces Renan.
With a strong appeal among the Brazilian public, the campaign also reaches Serasa's social networks, which will publish financial education pills recorded with the American actress. The content brings advice related to personal finance, with the touch of good humor characteristic of Tichina Arnold and her character.
Complementing the promotion, the brand will also have influencers such as Lore Rufino, Lúcio Sincero and Álvaro, to amplify the message, and will carry out a seeding strategy, which will include sending a perfume "Puro Cupom" to selected content creators and engaged followers. The treat takes advantage of the campaign's motto and uses nostalgia, linked to one of the remarkable episodes of the 2005 series.