Trocafone, a national reference in buying and selling pre-owned smartphones, launches the 2025 Valentine's Day campaign "Your ex still thinks of you" with the goal of acquiring more than 10,000 pre-owned devices monthly through the Troca Fácil program, which allows consumers to sell their used phones in a practical and secure way, with guaranteed payment and transparent evaluation.
With a concept developed by the agency Mootag, a specialist in Brandformance, the campaign relies on the metaphor of an ancient romance to address technological detachment and promote conscious consumption. Designed as a 360º strategy, the action integrates media performance with influence content, creating a consistent and emotional narrative across all touchpoints with the audience.
"We wanted to bring lightness and empathy to a consumption moment 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 proximity. By humanizing the device exchange process, the company approaches an audience that values personalized experiences but also wants to make more conscious choices.
"Today, the cell phone is almost an emotional extension of the user. This campaign touches on that point with humor and intelligence, showing that it's possible to turn this bond into something positive for another person — and even generate income for those who sell," adds Flávio.
Technical sheet
Campaign created by Mootag Agency
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
Customer Service Coordination: Gisella Gallo
Service: Marina Aguillar and Paula Nogueira
