Trocafone, a national leader in buying and selling refurbished smartphones, launches the 2025 Valentine’s Day campaign ‘Your ex still thinks about you’ with the goal of acquiring over 10,000 refurbished devices monthly through the Easy Trade program, which allows consumers to sell their used phones easily and securely, with guaranteed payment and transparent evaluation.
With a concept developed by the agency Mootag, a specialist in Brandformance, the campaign bets on the metaphor of an old romance to address technological detachment and encourage conscious consumption. Designed as a 360º strategy, the action combines media performance with influencer content, creating a consistent and emotional narrative across all points of contact with the audience.
“We wanted to bring lightness and empathy to a moment of consumption that is usually technical and rational. The campaign invites the audience to look at their old devices with affection and, at the same time, recognize that it’s time to move on—both the owner and the phone,” explains Flávio Peres, CEO of Trocafone.
Connection with the brand’s purposeThe campaign reinforces Trocafone’s positioning as a brand that combines technology, sustainability, and the circular economy with empathy and closeness. By humanizing the device exchange process, the company connects with an audience that values personalized experiences but also wants to make more conscious choices.
“Today, the phone is almost an emotional extension of the user. This campaign touches on that point with humor and intelligence, showing that this bond can be transformed into something positive for someone else—and even generate income for the seller,” adds Flávio.
Technical details
Campaign created by Agency Mootag
Client: Trocafone
Creative Direction: Gustavo Peres
Art Direction: Rachel Bourbon
Design: Andrew Alves
Content: Allan Kyld, Gabriel Riby, Julia de Paula, and Diogo Quinto
Planning Coordination: Alexandre Landucci
Planning Analyst: Lucas Toshio
Media Coordination: Bruno Carlos
Media Analyst: Helder Mercês
Account Coordination: Gisella Gallo
Account Management: Marina Aguillar and Paula Nogueira
