Argentina is one of the most committed countries with gender equality in Latin-America. Many social media campaigns and feminist marchs are news every day. Feminist’s spokeswomen are alert to any wrong messages that celebrities, shows, brands and politicians may say or do about gender equality.

So, as one of the biggest retail stores of the country, we thought that the best way we had of rising women’s voice, was rising our prices. Giving household appliances as gifts is a retrograde attitude and we had to stop it. We wanted to educate local consumer habits.

International Women’s Day was the best opportunity we had to launch our Crazy Prices campaign.

Our campaign started the week before International Women’s Day. We communicated in our traditional media: newspaper, radio, social networks. But this time, the offer ads were different: the prices of the products were unbelievable and people reacted to this.

On March the 8th, we unveiled the Crazy Prices campaign was unveiled and we used the same media to tell people we raised prices because we didn’t want anybody to consider a household appliance as a gift.

Newspapers, social media and even feminist’s spokeswomen supported us.

The campaign was quoted by Argentinian most important media and many feminist’s spokeswomen as Debora Pérez Volpin and Maju Lozano supported us in their twitter accounts.

Even some articles said that this campaign “challenged the role of woman in retail stores”.

The most simple and powerful result was that no one bought any household appliance on International Women’s Day. And that’s a new record.

As a retailer, we are aware of the huge number of stores that still put to offer household appliances on International Women’s Day. They use this important day as an opportunity of increasing sales with the wrong message.

Consumers still take advantage of these offers because of the low prices of the articles and don’t really care if they are doing the correct thing. They just buy an iron as a nice gift.

As a retail store, we wanted to do something real about this situation and be consistent with our slogan: we put people first. So, we sacrificed profits in order to give the correct message.

We did this in every media we usually do: newspapers, radios, social networks.

In Argentina, many retailers are still offering household appliances as amazing gifts for women. Especially on International Women’s Day.

These retrograde messages may help increasing profits but they are hindering gender equality fight.

That’s why in Minicuotas Ribeiro we wanted to develop a different and real campaign for International Women’s Day offers.

Our objectives were to apply a real change in sexist consumer habits and to create the first marketing campaign that puts a good message above profits.