Magazine Luiza: POPCORN SOFA

Magazine Luiza, the second biggest department store in Brazil, wanted to promote its Sofa Week with 30% Off discounts. So,Ogilvy Sao Paulo created Popcorn Sofa: an everyday popcorn bag that transforms itself into a sofa when the corn pops. Who doesn’t like to watch TV sitting on a comfortable sofa, eating popcorn?
The bag was sent by mail and hand out inside the stores where people could use microwaves to prepare the popcorn for themselves.
The surprise, along with the 30% discount offer, resulted in sales of 7500 sofas - an increase of 17% compared to a normal week.