Multiplan's traditional Liquidação Lápis Vermelho (LLV-Red Pencil Sale) completes 40 years of activities together with the rethinking of the company's digital strategy. From July 14-17, the group's malls will offer discounts of up to 70% on products and services in various segments such as fashion, beauty, technology, accessories and household items, among others. Shoppers will also be able to take advantage of coupons at stores, restaurants and attractions in the 18 participating malls. All the benefits will be displayed on the superapp Multi, and the best offers on the social networks of the malls and in the Lapis Vermelho campaign pieces.
The commemorative campaign features fashion consultant and influencer Ana Soares - from the profile @modapenochao (formerly @hojeeuvouassimoff) - personifying the "Your best version is here” concept. In a video full of creative transitions, she narrates her own story, telling how she became her best version in her 40s. Watch it on our social media!
"Historically, one's 40th birthday represents a time of change, whether it's mindset or look. With the 40th anniversary of the Lapis Vermelho Liquidation it’s no different. Besides being a milestone for Multiplan, for all its history and the tradition it represents, it will also accompany a moment of renewal of our digital strategy. Through the LLV campaign, our proposal is to awaken the best in our customers, to become agents of transformation, turning an ordinary moment such as a trip to the mall into something special to enrich their experience in our projects," explains Rodrigo Peres, Multiplan's Director of Marketing and Loyalty.
To celebrate the date, a series of commemorative actions will be held in the chain's malls. MorumbiShopping, in São Paulo (SP), will feature a ball pool with gift certificates, gifts from stores and coupons for exclusive offers. With previous scheduling through the Multi superapp, customers will have one minute to dive into this adventure and find the prizes in the pool.
Still in a nostalgic mood, those who visit o BarraShopping, ParkShoppingCampoGrande and ParkJacarepaguá, in Rio de Janeiro (RJ), will be able to relive the nostalgia of the campaign's mascot, the famous Lápis Vermelho (Red Pencil). Now with a new look, it will be back during the four days of the liquidation, interacting with the public in the projects. In addition, some of the participating malls will illuminate their facades in red, in keeping with the campaign's identity.
"We want to include all the offer initiatives under the Lápis Vermelho umbrella, and in the near future unify everything iBarraShopping, ParkShoppingCampoGrande and ParkJacarepaguá,n the Multiapp. This will already be noticed in the layout of the super-app, where we will have the coupons area repaginated with the visual identity of the Pencil," comments Rodrigo.
To further engage customers, MorumbiShopping and ShoppingAnáliaFranco, both in São Paulo (SP), will hold a Lápis Vermelho Liquidation Warm-Up on July 13, the day before the promotional activity. Each property will make two broadcasts on their respective Instagram profiles in conjunction within the profile of Lápis Vermelho (perfil do Lápis Vermelho). Consumers will be able to buy the best finds of the sale before everyone else through WhatsApp. The products will be carefully selected by fashion consultants Natália Nogueira and Aline Malafaia, from Resolva Meu Look. Besides showing the items in the malls, the consultants will also provide fashion and styling tips. Clients registered in the MultiVocê relationship program in the Green and Gold categories will win double points on purchases made from July 13-17.
ParkShopping, in Brasília (DF), will also hold a Lápis Vermelho Sale warm-up on Instagram, on July 13, at 7 p.m. The fashion consultant Clariana Gonzaga and some influencers will display the unmissable products offered through the campaign, as well as giving tips on trends and offering styling tricks. The purchases will be made directly using the shopkeepers' WhatsApp.
Throughout the year, every week, Lápis Vermelho publishes the best offers and coupons found at Multiplan's malls, as well as fashion, beauty, and experience tips. Shoppers can follow the discounts on www.liquidacaolapisvermelho.com.br, on the malls' websites, as well as on the Lápis Vermelho, malls and the Multi social networks.
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