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‘At Worten, everything is as you want’ is the creative concept for 2024 of Sonae’s retail brand, which aims to show that Worten has everything to satisfy even the most demanding customer. To materialize this idea, it uses the humor of Ricardo Araújo Pereira, once again, who embodies three characters who want everything their way, in an advertising campaign created by Fuel, which premieres today, April 30, with two of the three videos predicted.

Despite changing the creative concept, Worten maintains the previous signature ‘It has everything and more I don’t know what’, in the static images of the new campaign, adopting the “It’s everything as you want” in voice-over in the three new videos. “With this new line of communication we want to take a step forward, because not only do we continue to have ‘Everything and more I don’t know what’, we also show that we have the solution that is most convenient for each client, even the most demanding ones, no It matters the variety of choices they have at their disposal. We show that, at Worten, customers have everything and can have it as and when they want”, explains António Fuzeta da Ponte, brand and communications director at Worten, speaking to M&P, highlighting Worten’s level of convenience, such as home deliveries in two hours and free collection in stores in 15 minutes, for example, when dealing with urgent needs such as a plumbing service.

In a second phase of this multimedia campaign, Ricardo Araújo Pereira is accompanied by Inês Aires Pereira, who has already been chosen in previous Worten advertisements. In addition to Fuel’s creativity, the new campaign is produced by Take it Easy, directed by Tiago Guedes and production consultancy by Pro(u)d. Includes Worten television, radio, music, digital, stores, app and website, as well as specific stories for radio, in an entertainment program format.

Ricardo Araújo Pereira plays three extremely dissatisfied characters, in three different television program scenarios (Paulo in a culinary competition, Tozé in a reality show and Antunes in a contest), who have in common that they are competitors in entertainment formats and rely on Worten to respond to your most urgent and demanding needs. “We are continuing our commitment to humor and the figure of Ricardo Araújo Pereira, which has proven to be a successful formula over the last four years, both in terms of proximity to consumers and engagement. It can be said that Ricardo is already part of Worten, not only because of the close relationship he has with the brand, but also because of the trust that we see that the Portuguese place in him”, says António Fuzeta da Ponte, apologizing, however, for reveal the amount invested in the campaign.

The new line of communication, ‘At Worten, everything is as you want’, will have activations on the brand’s app, in the summer, and during Euro 2024, which are not yet available. “We will also have a very strong AI offer, but the focus of the campaign is convenience messages. Maybe, by September, we may have more surprises”, reveals António Fuzeta da Ponte to M&P. Worten’s brand and communications director recalls that digital has been the focus of business development at Worten for several years, with the diversification and increase of the online offer, since 2018, with products and services that go beyond electronics. consumption and household appliances.

“Worten’s ambition is to be the omnichannel one-stop shop for the Portuguese and, to achieve this, we have been growing in new categories, we have invested in the marketplace and services, we have perfected the complementarity between physical and digital, providing greater convenience and convenience to consumers”, maintains António Fuzeta da Ponte, distinguished on April 17 as Marketeer of the Year, at the M&P’23 Marketing Awards. A trophy that he considers reflects a company that “believes in the brand as an economic asset” and a team that “every day accepts the challenge of being ‘best in class’”.