Elektra presented the creative strategy of the campaign, built on a premise, in 2026, football dominates the conversation and fanaticism is experienced within the home. Under this reading of the context, the brand defined its positioning for the season as “The Official Fan Store”, a communication platform with a long-term vision that connects with the real emotion of the consumer.
Likewise, a 360-degree campaign deployment was announced on television, radio, press, digital and in-store activations, accompanied by the participation of recognized figures linked to the universe of football, both in audiovisual materials and at the point of sale and digital content.
“This season responds to the purpose of generating inclusive prosperity, of bringing real solutions to Guatemalan families, integrating the strength of Tiendas Elektra, Banco Azteca and Italika to offer quality products, affordable prices and simple and accessible financing options,” commented Rosa María Castañeda, Marketing Director of Grupo Salinas Guatemala.
Category directors presented the main seasonal offers
- At Home, Elektra unveiled white goods, entertainment and furniture options, with outstanding proposals in refrigeration, washing machines, stoves, televisions, audio, mattresses, beds, living rooms, dining rooms and World Cup combos. The category highlighted facilities such as weekly installments accessible through Banco Azteca’s No Buts Loan, special discounts and additional benefits on selected products.
- In Connectivityan offer focused on cell phones, computing and tablets was presented, with leading brands and aspirational equipment for those seeking to gift technology, productivity and entertainment. In addition, additional incentives were communicated for purchases made with financing from Banco Azteca.
- In MobilityItalika’s strength was highlighted for its attributes of quality, support and guarantee, as well as its portfolio for different use segments. The company also reinforced its leadership in access to financing for new motorcycles, making different brands and purchasing facilities available to customers.
Additionally, it presented a special seasonal promotion for customers who purchase with the Banco Azteca No Buts Loan at Elektra Stores, thus strengthening the value proposition with a combination of offers, prizes and financial accessibility.
This promotion is called “Promo Fanatics” which brings together the prestigious brands LG, RCA, Frigidaire, Intap and Sinai. Customers who purchase selected products from these brands in Elektra Stores and elektra.com.gtin your credit purchases with “Loans WITHOUT buts” from Banco Azteca, until July 27, you will be able to win incredible prizes that include televisions, armchairs, minibars, experience furniture, speakers and Guardadito accounts with a balance of Q500, Q1,000 and up to Q2 thousand, just by presenting your payment invoice.
With this launch, Elektra reaffirms its commitment to continue bringing real purchasing opportunities to more Guatemalan families, in a season where giving, equipping and living the passion of fanaticism at home will be more accessible.