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  • Itau Bank: "Heart Ball" Ambient Advert  by  Tudo, Brazil, Africa, Brazil Itau Bank: Heart Ball
    Ambient, Case study
    Banco Itaú Holding Financeira,
    Itau Bank, Tudo, Brazil
    Brazil
    ... Banco Itaú Holding Financeira Itau Bank Africa, Brazil Tudo, Brazil Brand: Itau Media: Ambient Category: Financial services Agency: Tudo Agency: Africa Geo: Brazil Itau ...
  • Itau Bank: "Itau - Rock Star" Ambient Advert  by  Tudo, Brazil Itau Bank: Itau - Rock Star
    Ambient, Online, Case study
    Banco Itaú Holding Financeira,
    Itau Bank, Tudo, Brazil
    Brazil
    Itau - Rock Star Banco Itaú Holding Financeira Itau Bank Tudo, Brazil The experience which transformed fans in idols. It's an interactive installation for Itau ...
  • Award winner ad! Banco Itau: "THE BROADCAST MADE FOR YOU" Radio ad  by DDB Brazil Banco Itau: THE BROADCAST MADE FOR YOU
    Radio
    Banco Itaú Holding Financeira,
    Banco Itau, DDB Brazil
    Brazil
    ... Banco Itaú Holding Financeira Banco Itau DDB Brazil Advertiser: ITAU BANK Agency: DDB Brasil / Sao Paulo Category: Banking, Investment & Insurance Advertising campaign: THE BROADCAST MADE FOR YOU Director: Gabriel Carrera Agency Producer: Gilberto Pires (Gibinha) Account Supervisor: Guilherme Bernardes Creative Director: Luciano Lincoln Executive Creative Director: Marco Versolto Scriptwriter: Ricardo Salgado Account Supervisor: Tamara Bergamini Creative Director: Wilson Mateos Advertiser's Supervisor: Eduardo Tracanella Scriptwriter: Marcelo Pascoa Account Supervisor: Patricia Vieira Scriptwriter: Caio Mattoso Advertiser's Supervisor: Juliana Cury Account Supervisor: Monica De Carvalho Advertiser's Supervisor: Rafael Ramos Scriptwriter: Rodrigo Mendes Agency Producer: Ana Lucia Marques Account Supervisor: Andrei Croisfelt Other Credits: Co-Creation: Gabriel Carrera Script In English INTRO: This is not a regular ad. Please, to judge the Broadcast 'Made for You', watch the video case. This audio only explains how the campaign took place on the radio. MUSICMVO: Brazilians are crazy about soccer and even crazier about their teams. So when it comes to mass media broadcasting, impartiality has always been the number one rule, until now. Itaú, The Bank Made for You presents: The Broadcast Made for You. Taking advantage of Radio's high penetration, we partnered with Rádio Estadão to create the first 100% partial broadcast in the history of Brazilian soccer. How? Broadcasting the Sao Paulo vs. Atlético Mineiro match on two different channels, 92.9 FM for fans of São Paulo and 700 AM for fans of Atlético Mineiro. On each channel, a different and fanatic team of broadcasters. Listen to how both stations broadcast a goal by São Paulo. Sao Paulo channel:COMMENTATOR SAO PAULO: 2nd goal for São Paulo!MVO: Atletico channel:COMENTATOR ATLETICO: 2nd goal for São Paulo! MVO: The news spread, with fans from other teams requesting their own partial transmissions. In response, Itaú will expand the experience to the main matches of 2013. A media innovation that changed forever the way Brazilians experience soccer. Itaú, the bank made for you. Script In Original Language Loc: Isto não é um spot comum. Por favor, para julgar a Transmissão Feita Para Você, assista ao videocase. Este áudio apenas explica como a campanha aconteceu no rádio. Loc (o mesmo do case): Brasileiros são apaixonados. E mais ainda por seus clubes. Por isso, em toda transmissão esportiva, imparcialidade tem sido sempre a regra número 1 no Brasil. Até agora. Itaú, o banco feito pra você, apresenta: A Trnsmissão Feita Para Você. Em parceria com a Rádio Estadão, nos aproveitamos da grande audiência da rádio e criamos a 1ª transmissão 100% parcial da história do futebol brasileiro. Como? Transmitindo o jogo São Paulo x Atlético-MG em dois dials diferentes. Na FM 92,9 para torcedores do São Paulo e na AM 700 para torcedores do Atlético. Cada dial com narradores e comentaristas torcedores. Ouça agora como foi o gol do São Paulo pelos dois lados. Dial Tricolor: Entra o 2º gol do São Paulo, versão sãopaulina.Dial Atleticano: Entra o 2º gol do São Paulo, versão atleticana.Loc: A repercussão foi tão grande, que torcedores de outros times pediram mais transmissões neste formato. Em resposta, o Itaú expandirá a experiência para os principais jogos de 2013. Mudando para sempre o jeito dos brasileiros ouvirem futebol na rádio. Brief Explanation Itaú Bank, sponsor of the Brazilian soccer for more than 10 years, wanted to reinforce its brand concept among soccer lovers: The Bank Made for You. For that we created Itaú ...
  • Itau Bank: "The great transformation " TV Commercial  by Africa, Brazil, Killers, Casablanca Itau Bank: The great transformation
    TV & Cinema
    Banco Itaú Holding Financeira,
    Itau Bank, Africa, Brazil
    Brazil
    ... Banco Itaú Holding Financeira Itau Bank Casablanca Africa, Brazil Killers The FIFA World Cup rises in Brazil for Itau Bank. Agency: Africa Sao Paulo. Media: TV Geo: Americas Brazil Category: Financial services Brand: Itau ...
  • Itau Bank: "World Cup Draw" TV Commercial  by Africa, Brazil, O2 Filmes Itau Bank: World Cup Draw
    TV & Cinema
    Banco Itaú Holding Financeira,
    Itau Bank, Africa, Brazil
    Brazil
    ... Banco Itaú Holding Financeira Itau Bank Africa, Brazil O2 Filmes Media: TV Category: Financial services Agency: Africa Brand: Itau ...
  • Award winner ad! Banco Itau: "Transmissão feita para você" Case study  by Dm9ddb Banco Itau: Transmissão feita para você
    Case study
    Banco Itaú Holding Financeira,
    Banco Itau, Dm9ddb
    Brazil
    ... você Banco Itaú Holding Financeira Banco Itau Dm9ddb Título: Transmissão feita para você Agência: DM9DDB Anunciante: Banco Itaú ...
  • Award winner ad! Banco Itau: "Transmissão feita para você (eng, port)" Radio ad  by DDB Brazil, Dm9ddb Banco Itau: Transmissão feita para você (eng, port)
    Radio
    Banco Itaú Holding Financeira,
    Banco Itau, DDB Brazil
    Brazil
    ... Banco Itaú Holding Financeira Banco Itau Dm9ddb DDB Brazil Title: The Broadcast Made For You TÍTULO LA TRANSMISIÓN HECHA PARA VÓS Agência: DM9DDB Company DDB Brazil Anunciante: Banco Itaú ...
  • Award winner ad! Banco Itau: "Transmissão feita para você" Case study  by Dm9ddb Banco Itau: Transmissão feita para você
    Case study
    Banco Itaú Holding Financeira,
    Banco Itau, Dm9ddb
    Brazil
    ... você Banco Itaú Holding Financeira Banco Itau Dm9ddb Título: Transmissão feita para você Agência: DM9DDB Anunciante: Banco Itaú ...
  • Banco Itau: "Swap the car for a bike" Print Ad  by Africa, Sao Paulo Banco Itau: Swap the car for a bike
    Print ads
    Banco Itaú Holding Financeira,
    Banco Itau, Africa, Sao Paulo
    Brazil
    ... Banco Itaú Holding Financeira Banco Itau Africa, Sao Paulo Media: Print Category: Financial services Agency: Africa Brand: Itau ...
  • Banco Itau: "Promoting citizenship through culture" Print Ad  by Africa, Sao Paulo Banco Itau: Promoting citizenship through culture
    Print ads
    Banco Itaú Holding Financeira,
    Banco Itau, Africa, Sao Paulo
    Brazil
    ... Banco Itaú Holding Financeira Banco Itau Africa, Sao Paulo Media: Print Category: Financial services Agency: Africa Brand: Itau ...
  • Banco Itau: "Read to a child" Print Ad  by Africa, Sao Paulo Banco Itau: Read to a child
    Print ads
    Banco Itaú Holding Financeira,
    Banco Itau, Africa, Sao Paulo
    Brazil
    ... Banco Itaú Holding Financeira Banco Itau Africa, Sao Paulo Media: Print Category: Financial services Agency: Africa Brand: Itau ...
  • Itau Bank: "GRANABOOK" Direct marketing  by F.biz Itau Bank: GRANABOOK
    DM
    Banco Itaú Holding Financeira,
    Itau Bank, F.biz
    Brazil
    ... Banco Itaú Holding Financeira Itau Bank F.biz Advertiser: ITAÚ UNIBANCO Agency: F.BIZ Category: Financial Products & Services Advertising campaign: GRANABOOK Account Manager: Aline Farias (F.biz) Planner: Fernando Diniz (F.biz) Social: Ana Flávia Gama (F.biz) Account Manager: Kika Palhares (F.biz) Programmer: Marcos Roque (F.biz) Planner: Guilherme Sampaio (F.biz) Copywriter: Gustavo Cerbasi (F.biz) Creative Director: Lisi Kindlein (F.biz) Copywriter: Luiz Buzetto (F.biz) Programmer: Marc (F.biz) Project: Vanessa Krongold (F.biz) Programmer: Nicholas Pires De Almeida (F.biz) Project: William Cassarro (F.biz) Programmer: André Souza Alexandre (F.biz) Copywriter: Armando Araújo (F.biz) Copywriter: Eliane Arakaki (F.biz) Art Director: Felipe Santos (F.biz) Art Director: Luiz Sousa (F.biz) Programmer: Eduardo Aragão (F.biz) Account Manager: Guilherme Vilaggio Del Russo (F.biz) Project: Jackeline Camargo (F.biz) Social: Maria Confort (F.biz) Media: Rafaela Coelho (F.biz) Planner: Renato Santolíquido (F.biz) Planner: Rodrigo Demarchi (F.biz) Implementation Performance analysis showed that the fan page presented signs of stagnation in its engagement. A solution was needed in order to encourage a dialogue, instead of broadcasting content. Youngsters want to learn, but also want to express themselves and give their opinions. Therefore, ‘Granabook’ was devised to be collaborative. After all, no one knows the university students’ lives more than they do. In order to ensure more participation, all the interactions took place directly at the fan page board and not on tabs. Page fans and university students with Facebook accounts were invited to participate through posts and also through Ads. Outcome Fan participation took place on an increasing curve: the 1st chapter counted on 3.183 participations, and the last one, 14.500 participations. The result was an expressive increase in the measurement of fan page engagement from university students. The page reach increased 46% between August and December, reaching out to more than 10 million people. Comments per post increased, on average, more than 500%. The increase of post sharing index by 700% also shows that the content became more relevant and attractive, leading fans to share the posts with their friends. Overall, over 36.000 people actively contributed to the 7 chapters. Client Brief Or Objective Granabook aimed at giving continuity to Itaú’s strategy of positioning itself as a partner of young university students (be they Bank clients or not), proposing to them solutions for a better management of their money. Among the several points of contact between the bank and this youngster, Facebook has shown to be the best relationship platform, not only for the adequacy of its communication, but mainly for the possibility of establishing a dialogue with the target. That is why Granabook was conceived to take place totally on this platform, at the Itaú page geared towards the university public. Execution The 1st collaborative virtual financial education guide was put together with the participation of university students and financial consultant Gustavo Cerbasi, author of several books on personal planning. Through this initiative, Itaú ...
  • Itau Bank: "THE BROADCAST MADE FOR YOU" Promo / PR Ad  by DDB Brazil Itau Bank: THE BROADCAST MADE FOR YOU
    Promo, Case study
    Banco Itaú Holding Financeira,
    Itau Bank, DDB Brazil
    Brazil
    ... Banco Itaú Holding Financeira Itau Bank DDB Brazil Advertiser: ITAU BANK Agency: DDB BRASIL Category: Financial Products & Services Advertising campaign: THE BROADCAST MADE FOR YOU Copywriter: Caio Mattoso (DDB Brasil) Co-Creation: Gabriel Carrera (DDB Brasil) Account Supervisor: Guilherme Bernardes (DDB Brasil) Copywriter: Marcelo Pascoa (DDB Brasil) Advertiser: Juliana Cury (Itau) Creative Director: Luciano Lincoln (DDB Brasil) Account Director: Patricia Vieira (DDB Brasil) Media Director: Renata De Lena (DDB Brasil) Creative Director: Wilson Mateos (DDB Brasil) General Account Director: Andrei Croisfelt (DDB Brasil) Executive Creative Director: Marco Versolto (DDB Brasil) Media Vice President: Monica De Caravalho (DDB Brasil) Advertiser: Rafael Ramos (Itau) Art Director: Rodrigo Mendes (DDB Brasil) General Media Director: Alessandra Gambuzzi (DDB Brasil) Advertiser: Eduardo Tracanella (Itau) Media Supervisor: Jodson Ferreira (DDB Brasil) Copywriter: Ricardo Salgado (DDB Brasil) Execution By using the high penetration of the radio as a medium and its audience, who is already used to listening to the matches on the radio, the media allowed two simultaneous broadcasts on two different stations to happen. Rádio Estadão 92.9 FM for São Paulo fans.Rádio Estadão 800 AM for AtléticoMG fans.On the day of the match a double-paged ad was featured in Sãp Paulo’s biggest newspapers: Estado de São Paulo. The ad invited the people to listen to the broadcast of their teams. In the same week, 3 radios spots on Rádio Estadão narrated different game situations in a biased way with the intention to entice the fans to listen to the live broadcast of their favorite team.To turn the confrontation even more competitive we hired bloggers from each team to commentate on the game in real time. Effectiveness On the internet, the news spread, with fans from other teams requesting their own partial broadcast.In response, Itaú will expand the experience to the main matches of 2013, where the media created a new way to listen to the broadcast of soccer matches.Changing forever the way Brazilians experience soccer on the radio. Strategy Brazilians are crazy about soccer. And even crazier about their teams. So when it comes to mass media broadcasting, impartiality has always been the #1 rule. Until now. Itaú Unibanco, broke that rule and, for the first time in the Brazilian soccer history, there was a completely biased broadcast. Once again, Itaú ...
  • Itau Bank: "GRANABOOK" Direct marketing  by F.biz Itau Bank: GRANABOOK
    DM
    Banco Itaú Holding Financeira,
    Itau Bank, F.biz
    Brazil
    ... Banco Itaú Holding Financeira Itau Bank F.biz Advertiser: ITAÚ UNIBANCO Agency: F.BIZ Category: Financial Products & Services Advertising campaign: GRANABOOK Account Manager: Aline Farias (F.biz) Planner: Fernando Diniz (F.biz) Social: Ana Flávia Gama (F.biz) Account Manager: Kika Palhares (F.biz) Programmer: Marcos Roque (F.biz) Planner: Guilherme Sampaio (F.biz) Copywriter: Gustavo Cerbasi (F.biz) Creative Director: Lisi Kindlein (F.biz) Copywriter: Luiz Buzetto (F.biz) Programmer: Marc (F.biz) Project: Vanessa Krongold (F.biz) Programmer: Nicholas Pires De Almeida (F.biz) Project: William Cassarro (F.biz) Programmer: André Souza Alexandre (F.biz) Copywriter: Armando Araújo (F.biz) Copywriter: Eliane Arakaki (F.biz) Art Director: Felipe Santos (F.biz) Art Director: Luiz Sousa (F.biz) Programmer: Eduardo Aragão (F.biz) Account Manager: Guilherme Vilaggio Del Russo (F.biz) Project: Jackeline Camargo (F.biz) Social: Maria Confort (F.biz) Media: Rafaela Coelho (F.biz) Planner: Renato Santolíquido (F.biz) Planner: Rodrigo Demarchi (F.biz) Implementation Performance analysis showed that the fan page presented signs of stagnation in its engagement. A solution was needed in order to encourage a dialogue, instead of broadcasting content. Youngsters want to learn, but also want to express themselves and give their opinions. Therefore, ‘Granabook’ was devised to be collaborative. After all, no one knows the university students’ lives more than they do. In order to ensure more participation, all the interactions took place directly at the fan page board and not on tabs. Page fans and university students with Facebook accounts were invited to participate through posts and also through Ads. Outcome Fan participation took place on an increasing curve: the 1st chapter counted on 3.183 participations, and the last one, 14.500 participations. The result was an expressive increase in the measurement of fan page engagement from university students. The page reach increased 46% between August and December, reaching out to more than 10 million people. Comments per post increased, on average, more than 500%. The increase of post sharing index by 700% also shows that the content became more relevant and attractive, leading fans to share the posts with their friends. Overall, over 36.000 people actively contributed to the 7 chapters. Client Brief Or Objective Granabook aimed at giving continuity to Itaú’s strategy of positioning itself as a partner of young university students (be they Bank clients or not), proposing to them solutions for a better management of their money. Among the several points of contact between the bank and this youngster, Facebook has shown to be the best relationship platform, not only for the adequacy of its communication, but mainly for the possibility of establishing a dialogue with the target. That is why Granabook was conceived to take place totally on this platform, at the Itaú page geared towards the university public. Execution The 1st collaborative virtual financial education guide was put together with the participation of university students and financial consultant Gustavo Cerbasi, author of several books on personal planning. Through this initiative, Itaú ...
  • Itau Bank: "BEBE" Print Ad  by Africa Itau Bank: BEBE
    Print ads
    Banco Itaú Holding Financeira,
    Itau Bank, Africa
    Brazil
    ... Banco Itaú Holding Financeira Itau Bank Africa Category: Financial Products & Servcies Advertiser: ITAÚ Product/Service: ITAÚ Agency: AFRICA Executive Creative Director: Sergio Gordilho (Africa Agency) Executive Creative Director: Sergio Gordilho/Flavio Waiteman/Zico Farina/Jeferson Rocha (Africa Agency) Creative Director: Flavio Waiteman (Africa Agency) Production Agency: Oswaldo Zanetti/Monica Andrade (Africa Agency) Account Director: Marcio Santoro/Vinicius Reis (Africa Agency) Midia: Luiz Fernando Vieira/Francisco Custódio/Rodrigo Gandini/Paulo Ilha/Maria Ribeiro (Africa Agency) Planning: Renata Bokel/Dida Louvise/Marcelo Toledano (Africa Agency) Film Director: Bob Costa (27 Produções) Art Director: Sergio Gordilho/Jeferson Rocha (Africa Agency) Copywriter: Flavio Waiteman/Zico Farina (Africa Agency) Accoount Supervisor: Giovana De Pieri (Africa Agency) Media placement: Internet - Internet/Youtube - 11 January 2012 Media placement: TV - TV Globo, Band, SBT, RedeTV, Record - 11 January 2012 Media placement: Cable TV - Most Important Cable Channels - January/February 2012 Media placement: Airplane TV - Airline Companies/Brazil - January 2012 Media placement: Cine - Movie Theaters/ Cinemark - January 2012 Describe the objective of the promotion. Accumulating piles and piles of bank statements is an old brazilian habit. Several businesses have already tried to convince their customers to get rid of paper and receive online statements. The task was not new. It had been tried so many times that people were tired of the effort. Describe how the promotion developed from concept to implementation. Our challenge was exactly that: change customers' habits, by talking about an old challenge in a new way. Our goal: 300,000 people. Explain why the method of promotion was most relevant to the product or service. Idea: Change. Use paper only when it's really necessary. And to convince people of this, the idea was to take a back-door approach: for the first time in Brazil, we took an internet success to television. It went viral immediately on electronic media. Our effort was so successful that the clip became the most viewed online commercial in the history of Brazil. Describe the success of the promotion with both client and consumer including some quantifiable results. Result: more than 625,000 people changed their paper in for digital statements (remembering our goal was 300,000 people). And for the first time in the history of Itaú ...
  • Itau Bank: "BEBE" Promo / PR Ad  by Africa, Brazil Itau Bank: BEBE
    Promo, Case study
    Banco Itaú Holding Financeira,
    Itau Bank, Africa, Brazil
    Brazil
    ... Banco Itaú Holding Financeira Itau Bank Africa, Brazil Category: Best Consumer Engagement Advertiser: ITAÚ Product/Service: ITAÚ Agency: AFRICA Executive Creative Director: Sergio Gordilho (Africa Agency) Executive Creative Director: Sergio Gordilho/Flavio Waiteman/Zico Farina/Jeferson Rocha (Africa Agency) Creative Director: Flavio Waiteman (Africa Agency) Production Agency: Oswaldo Zanetti/Monica Andrade (Africa Agency) Account Director: Marcio Santoro/Vinicius Reis (Africa Agency) Midia: Luiz Fernando Vieira/Francisco Custódio/Rodrigo Gandini/Paulo Ilha/Maria Ribeiro (Africa Agency) Planning: Renata Bokel/Dida Louvise/Marcelo Toledano (Africa Agency) Film Director: Bob Costa (27 Produções) Art Director: Sergio Gordilho/Jeferson Rocha (Africa Agency) Copywriter: Flavio Waiteman/Zico Farina (Africa Agency) Account Supervisor: Giovana De Pieri (Africa Agency) Media placement: Internet - Internet/Youtube - 11 January 2012 Media placement: TV - TV Globo, Band, SBT, RedeTV, Record - 11 January 2012 Media placement: Cable TV - Most Important Cable Channels - January/February 2012 Media placement: Airplane TV - Airline Companies/Brazil - January 2012 Media placement: Cine - Movie Theaters/ Cinemark - January 2012 Insights, Strategy & the Idea Accumulating piles and piles of bank statements is an old Brazilian habit. Several businesses have already tried to convince their customers to get rid of paper and receive online statements. The task was not new. It had been tried so many times that people were tired of the effort. Our challenge was exactly that: change customers' habits, by talking about an old challenge in a new way. Our goal: 300,000 people. Idea: Change. Use paper only when it's really necessary. Creative Execution And to convince people of this, the idea was to take a back-door approach: for the first time in Brazil, we took an internet success to television. It went viral immediately on electronic media. Our effort was so successful that the clip became the most viewed online commercial in the history of Brazil. Results and Effectiveness Result: more than 625,000 people changed their paper in for digital statements (remembering our goal was 300,000 people). And for the first time in the history of Itaú ...
  • Itau Bank: "BEBE" Direct marketing  by Africa Itau Bank: BEBE
    DM
    Banco Itaú Holding Financeira,
    Itau Bank, Africa
    Brazil
    ... Banco Itaú Holding Financeira Itau Bank Africa Category: Best Integrated Campaign Led by Direct Marketing Advertiser: ITAÚ Product/Service: BANK Agency: AFRICA Executive Creative Director: Sergio Gordilho (Africa Agency) Executive Creative Director: Sergio Gordilho/Flavio Waiteman/Zico Farina/Jeferson Rocha (Africa Agency) Creative Director: Flavio Waiteman (Africa Agency) Production Agency: Oswaldo Zanetti/Monica Andrade (Africa Agency) Account Director: Marcio Santoro/Vinicius Reis (Africa Agency) Midia: Luiz Fernando Vieira/Francisco Custódio/Rodrigo Gandini/Paulo Ilha/Maria Ribeiro (Africa Agency) Planning: Renata Bokel/Dida Louvise/Marcelo Toledano (Africa Agency) Film Director: Bob Costa (27 Produções) Art Director: Sergio Gordilho/Jeferson Rocha (Africa Agency) Copywriter: Flavio Waiteman/Zico Farina (Africa Agency) Account Supervisor: Giovana de Pieri (Africa Agency) Media placement: Internet - Internet/YouTube - 11 January 2012 Media placement: TV - TV Globo, Band, SBT, RedeTV, Record - 11 January 2012 Media placement: Cable TV - Most Important Cable Channels - January/February 2012 Media placement: Airplane TV - Airline Companies/Brazil - January 2012 Media placement: Cine - Movie Theaters/ Cinemark - January 2012 Describe the brief/objective of the direct campaign. Accumulating piles and piles of bank statements is an old Brazilian habit. Several businesses have already tried to convince their customers to get rid of paper and receive online statements. The task was not new. It had been tried so many times that people were tired of the effort. Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome. Our challenge was exactly that: change customers' habits by talking about an old challenge in a new way. Our goal: 300,000 people. Idea: Change. Use paper only when it's really necessary. Explain why the creative execution was relevant to the product or service. And to convince people of this, the idea was to take a back-door approach: for the first time in Brazil, we took an Internet success to television. It went viral immediately on electronic media. Our effort was so successful that the clip became the most viewed online commercial in the history of Brazil. Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment. Result: more than 625,000 people changed their paper in for digital statements (remembering our goal was 300,000 people). And for the first time in the history of Itaú ...
  • Itau Bank: "THE 180º RFID EXPERIENCE" Promo / PR Ad  by Agência Tudo Itau Bank: THE 180º RFID EXPERIENCE
    Promo, Case study
    Banco Itaú Holding Financeira,
    Itau Bank, Agência Tudo
    Brazil
    ... Banco Itaú Holding Financeira Itau Bank Agência Tudo Category: Best Use of Special Events and Stunt/Live Advertising Advertiser: ITAÚ Product/Service: BANK Agency: AGÊNCIA TUDO President: Maurício Magalhães (Agência Tudo) Planning Director: Cleber Paradela (Agência Tudo) Creative Director: Roberto Cipolla (Agência Tudo) Art Director: Gladys Esher (Agência Tudo) Copywriter: Ana Reber (Agência Tudo) Planner: Danielle Saraiva (Agência Tudo) Production Director: Iron Neto (Agência Tudo) Account Director: Alexandre Mutran (Agência Tudo) Account Manager: Otávio Toledo (Agência Tudo) Production Manager: Josiani Pereira (Agência Tudo) RTV Manager: Guto Lins (Agência Tudo) Media placement: Sponsor - Event - Rock In Rio - 23/09/2011 Insights, Strategy & the Idea Itaú sponsored Rock in Rock for the first time. As Brazil’s largest rock n’ roll festival, and one of the largest in the world, it welcomes 700,000 concertgoers at each edition. At first glance it may seem surprising for a financial institution to sponsor a rock concert, but the bank’s main objective was to raise brand awareness among the public. To this end, Itaú requested the agency think of solutions that would not only create unique, on-site experiences, but would also reach those who didn’t attend the event. Itaú is Brazil’s largest bank and communicates with practically the whole of the Brazilian population. Creative Execution Today, with access to Internet, mobile phones and social medias, people want to ‘check-in’, post videos and photos to share their experiences with friends who aren’t present. This gave birth to the concept ‘The way you enjoy a concert changed, and Itaú changed with you.’ The Agency created a digital experience platform with several attractions, such as elevators with cameras, 180˚ videos, YouTube studios and image treatment stations. All the content generated was instantly shared using a RFID technology chip placed in wristbands. To instantly share content on a social media network, all the users had to do was swipe the wristband against one of the sensors. Results and Effectiveness Sponsoring an event is increasingly about offering experiences, not just visibility. Itaú ...
  • Itau Bank: "UNLIMITED AD" Promo / PR Ad  by DDB Brazil Itau Bank: UNLIMITED AD
    Promo, Case study
    Banco Itaú Holding Financeira,
    Itau Bank, DDB Brazil
    Brazil
    ... Banco Itaú Holding Financeira Itau Bank DDB Brazil Category: Financial Products & Services Advertiser: ITAU BANK Product/Service: ITAU BANK Agency: DDB BRASIL Chief Creative Officer: Sergio Valente (DDB Brasil) Executive Creative Director: Marco Versolato (DDB Brasil) Creative Director: Moacyr Netto (DDB Brasil) Creative Director: Wilson Mateos (DDB Brasil) Creative Director: Guilherme Jahara (DDB Brasil) Art Director: Daniel Ottoni (DDB Brasil) Copywriter: Renato Ramalho (DDB Brasil) Media Vice President: Monica De Carvalho (DDB Brasil) General Media Director: Fabio Saad (DDB Brasil) Media Director: Patricia Fleury (DDB Brasil) Media Coordinator: Joao Goncalves (DDB Brasil) Media Coordinator: Bruno Oliveira (DDB Brasil) Project Director: Denis Gustavo Alves (DDB Brasil) Project Director: Cristiane Rojas (DDB Brasil) Producer/Project Manager: Pedro Rais (DDB Brasil) Head Of The Digital Studio: Washington Theotonio (DDB Brasil) Html Developer: Renato Jun Okida (DDB Brasil) Motion Designer: Marco Loschiavo (DDB Brasil) Convergence Director: Joca Guanaes (DDB Brasil) Media placement: Magazine in Tablet - Veja Magazine For Tablets - 24/08/2011 Insights, Strategy & the Idea Our challenge was to market iConta – a fully unlimited, free, digital account – to a group of young adults, heavy users of all digital platforms, but mostly not bank customers. iConta Itau is a current account with a service package offering unlimited transactions and to be used exclusively through the Itau ...
  • Itau Bank: "BANNER HUNT" Promo / PR Ad  by F.biz Itau Bank: BANNER HUNT
    Promo
    Banco Itaú Holding Financeira,
    Itau Bank, F.biz
    Brazil
    ... Banco Itaú Holding Financeira Itau Bank F.biz Category: Best use of Social Media Marketing in a Promotional Campaign Advertiser: ITAÚ Product/Service: ITAÚ Agency: F.BIZ Creative Director: Lisi Kindlein (F.biz) Redactor: Pedro Bombonatti (F.biz) Art Director: Silvio Genesi (F.biz) Planning Director: Eduardo Vieira (F.biz) Account Manager: Guilherme Retz (F.biz) Account Director: Kika Palhares (F.biz) Project Manager: Vanessa Krongold (F.biz) Project Manager: Rodrigo Nobre (F.biz) Ti Director: Nicholas Almeida (F.biz) Ti Developer: Willian Martins (F.biz) Ti Director: Leandro Ribeiro (F.biz) Media Director: Camilo Otto (F.biz) Media Analyst: Guilherme Camargo (F.biz) Media Coordinator: Wanderley Scarpignato (F.biz) Social Media Manager: Eden Wiedemann (F.biz) Social Media Analyst: Rafael Pereira (F.biz) Brand Manager: Adriana Higashi (Itaú) Art Director: Érika Wajima (F.biz) Media placement: Internet - Facebook - 8/7/2011 Describe the objective of the promotion. As official sponsor of Rock in Rio 2011, Itaú (the number 1 bank in LATAM) was entitled to some tickets for the event. The objective of the action was to use 80 tickets to generate awareness for the projetc “Itaú Universitários”, increasing the traffic of the target audience (young adults 18-24) on the fanpage and engaging this audience with the content of the product and financial education proposed on the brand’s Facebook page - which had been launched three months before and had 12,000 fans. Describe how the promotion developed from concept to implementation. Whenever a major event, such as this, is announced, people begin to look for any type of information on the internet, and many of these topics are directly related to financial education. With this in mind, we were sure that there would be much content to promote engagement and interaction with participants. We already had the bait to attract the public, that is, the 80 tickets. Why not combine both? Explain why the method of promotion was most relevant to the product or service. The result of this combination was a scavenger hunt on the internet: the hunt for the Itaú’s Rock in Rio banners. During 40 days, thousands of college students had to search the internet for banners that would give them direct access to the festival. During this period, 10 banners were placed on specific pages that presented content related to the event. Participants had to register at Itaú Universitários Fanpage and follow the tips. Each tip would help them find one of the banners. The first person to find the 10 banners on that day would take a pair of tickets. Describe the success of the promotion with both client and consumer including some quantifiable results. Average daily visits on the fan page increased 844%, when compared to the period before the action. By the end of the 40 days of the promotion, the fans on the Itaú Universitários fan page jumped from 12,403 to 47,055, growth of 279% The contents posted on the fan page were viewed 4,551,810 times and totaled 27,698 interactions with the public The promotion achieved our target audience and the objective of drawing their attention to the contents proposed by Itaú ...
  • Itau Bank: "#ITAUCARDRACHA" Promo / PR Ad  by Dpz Itau Bank: #ITAUCARDRACHA
    Promo
    Banco Itaú Holding Financeira,
    Itau Bank, Dpz
    Brazil
    ... Banco Itaú Holding Financeira Itau Bank Dpz Category: Best use of Social Media Marketing in a Promotional Campaign Advertiser: ITAÚ ...
  • Dance Festival: "BALLET" Radio ad  by OpusMúltipla, Bap Tchu Rap Joinville Dance Festival: BALLET
    Radio
    Joinville Dance Festival, Dance Festival
    OpusMúltipla
    Brazil
    ... Itaú Bank presents: SFX: Classical music FVO: (Singing) Just jump, turn out and slide to the right Raise arms and then turn out to left side Onward, both hands on hips, and raise a leg A little step, two larger steps Now jump into the air, jump into the air, jump into the air ANN: Joinville Dance Festival. Music for your eyes. Full script of the ad in the original language ANN: O Banco Itaú apresenta: SFX: Música clássica FVO: ( ...
  • Mondo Entretenimento & Black Eyed Peas: "BEP RODIE" Promo / PR Ad  by DDB Brazil Mondo Entretenimento & Black Eyed Peas: BEP RODIE
    Promo, Case study
    Mondo Entretenimento & Black Eyed Peas, DDB Brazil
    Brazil
    ... quickly. Renowned sponsors such as Banco Itau and Guarana Antarctica were attracted ...
  • Itau Bank: "Itau- Market" TV Commercial  by Africa Itau Bank: Itau- Market
    TV & Cinema
    Banco Itaú Holding Financeira,
    Itau Bank, Africa
    Brazil
    Itau Bank: Itau- Market Banco Itaú Holding Financeira Itau Bank Africa Client: BItanco aú ...
  • Itau Bank: "LIVING WORDS" Promo / PR Ad  by DraftFCB Rio De Janeiro Itau Bank: LIVING WORDS
    Promo
    Banco Itaú Holding Financeira,
    Itau Bank, DraftFCB Rio De Janeiro
    Brazil
    ... Banco Itaú Holding Financeira Itau Bank DraftFCB Rio De Janeiro Category: Best Use of Guerilla Marketing in a Promotional Campaign Advertiser: BANCO ITAÚ UNIBANCO Product/Service: BANK Agency: GIOVANNI+DRAFTFCB Date of First Appearance: Mar 8 2010 Entrant Company: GIOVANNI+DRAFTFCB, Rio de Janeiro, BRAZIL Entry URL: http://www.openairawards.com/2011/cannes/itau/words Creative Director: Rui Piranda (Giovanni + Draftfcb) Creative Supervisor: Tania Hübner/Alice Leite (Giovanni + Draftfcb) Art Director: Jacqueline Leutwieler/Leandro Belchior/Rodrigo Silveira/Vlademir Minharro (Giovanni + Draftfcb) Copywriter: Yara Xavier/Viviane Silva/Luís Tadeu (Giovanni + Draftfcb) Producer: Alexandre Schulz (Giovanni + Draftfcb) Digital Creative Director/Digital Creative Supervisor: Tulio Paiva/Diogo Borges (Giovanni + Draftfcb) Digital Art Director: Paulo Righini (Giovanni + Draftfcb) Digital Copywriter: Hilson Okada/Paulo Maia (Giovanni + Draftfcb) Accounting Management Team: Patricia Marinho/Tatiana Mazza/Daniel Gabriolli/Marianna Sergio/Kauê Secco (Giovanni + Draftfcb) IT Team: Gerson Lupatinni/Marcio Bueno/Marcel Marques/Fabio Soares Kleber Oliveira (Giovanni + Draftfcb) Media placement: Teaser: Words Parade - Ambient Midia - 08/03/2010 Media placement: Incorporation Of The Words To The Furniture - Ambient Midia - 11/03/2010 Media placement: Direct Mail, Email Mkt, Hotsite, LED Big Screen - Internal Mail, Intranet, Ambient Midia - 18/03/2010 Media placement: Banner - Internal TVs - 22/03/2010 Media placement: Banner - Internal TVs - 29/03/2010 Media placement: Banner - Internal TVs - 05/04/2010 Media placement: Email Mkt - Intranet - 09/04/2010 Describe the objective of the promotion. From the merger of two of the biggest Brazilian banks, the culture of one should not have preponderance on the other. It was necessary to launch foundations of a new culture, promoting values that would rule the brand-new institution together with its 103,000 collaborators. It meant a sensitisation of the internal public of the bank conglomerate, regarding a new manner of acting and thinking in order to mobilise this same public for the construction of the biggest bank of the Southern Hemisphere, and one of the 20 biggest ones in the world. Describe how the promotion developed from concept to implementation. The solution was the creation of mock-ups of 20 words that represented the best values of new institution, impelling the target to interact with these giant words by means of guerilla actions, performances, and media environment. As teasers, words paraded through halls/offices of the conglomerate for three days. After, they were incorporated to the furniture. Collaborators were stimulated to vote (MD/e-mail/internal TVs) through a hot website, electing the word that motivated them most to awake and go to their workplace. Results were presented in real time via a LED screen: the more votes received, the bigger the word appeared. Explain why the method of promotion was most relevant to the product or service. If the intention was a sensitisation and mobilisation of internal public, the solution has been really ideal. Besides materialising abstract values, mock-ups caused a big surprise and sharpened curiosity when have been exhibited in the institution environments. This incited a very positive mood for the future voting, as well as for the assimilation of new values and new culture. Now, after being incorporated to the decoration of HQ buildings, words are able to recall Itaú Unibanco values each time their collaborators look at them, evoking suitable attitudes inside the organisation. Describe the success of the promotion with both client and consumer including some quantifiable results. Numerically it was the most expressive result in the history of internal communication of both institutions: 30,000 votes in the first day and 141,000 by the end of the election; from which 69,000 have been unique votes. That means, almost 70% of collaborator participation. But the very big challenge has been of qualitative aspect: this campaign had a largely positive impact that accelerated assimilation of the new Itaú ...
  • Itau Bank: "WORDS THAT TOUCH" Direct marketing  by DraftFCB Rio De Janeiro Itau Bank: WORDS THAT TOUCH
    DM
    Banco Itaú Holding Financeira,
    Itau Bank, DraftFCB Rio De Janeiro
    Brazil
    ... Banco Itaú Holding Financeira Itau Bank DraftFCB Rio De Janeiro Category: Ambient Media (Large Scale) Advertiser: BANCO ITAÚ UNIBANCO Product/Service: BANK Agency: GIOVANNI+DRAFTFCB Date of First Appearance: Mar 8 2010 Entrant Company: GIOVANNI+DRAFTFCB, Rio de Janeiro, BRAZIL Entry URL: http://www.openairawards.com/2011/cannes/itau/words Creative Director: Rui Piranda (Giovanni + Draftfcb) Creative Supervisors: Tania Hübner/Alice Leite (Giovanni + Draftfcb) Art Directors: Jacqueline Leutwieler/Leandro Belchior/Rodrigo Silveira/Vlademir Minharro (Giovanni + Draftfcb) Copywriters: Yara Xavier/Viviane Silva/Luís Tadeu (Giovanni + Draftfcb) Producer: Alexandr Schulz (Giovanni + Draftfcb) Digital Creative Director / Digital Creative Supervisor: Tulio Paiva/Diogo Borges (Giovanni + Draftfcb) Digital Art Director: Paulo Righini (Giovanni + Draftfcb) Digital Copywriter: Hilson Okada e Paulo Maia (Giovanni + Draftfcb) Accounting Management Team: Patricia Marinho/Tatiana Mazza/Daniel Gabriolli/Marianna Sergio/Kauê Secco (Giovanni + Draftfcb) IT Team: Gerson Lupatinni/Marcio Bueno/Marcel Marques/Fabio Soares/Kleber Oliveira Ca (Giovanni + Draftfcb) Media placement: Teaser: Words Parade - Ambient Midia - 08/03/2010 Media placement: Incorporation Of The Words To The Furniture - Ambient Midia - 11/03/2010 Media placement: Direct Mail, Email Mkt, Hotsite, LED Big Screen - Internal Mail, Intranet, Ambient Midia - 18/03/2010 Media placement: Banner - Internal TVs - 22/03/2010 Media placement: Banner - Internal TVs - 29/03/2010 Media placement: Banner - Internal TVs - 05/04/2010 Media placement: Email Mkt - Intranet - 09/04/2010 Describe the brief/objective of the direct campaign. The merger of Itaú and Unibanco, two of the biggest Brazilian banks, encompassed many work fronts. The first one was completely strategic related further ones: it was the relationship with the 103 thousand collaborators of the new institution. The major challenge was the conception of a strategy of internal communication able to unify two different and concurrent cultures without the preponderance of one over the other, thus solidifying cultural bases of the biggest bank in the Southern Hemisphere and one of the 20 biggest ones in the world. Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome. Without a dominant aesthetic, the solution was to give life to words that could represent better 20 values desired for the institution, making them parade through halls/offices of the conglomerate. In the top of the campaign, mock-ups have been incorporated to the furniture of headquarters, and collaborators (MD/e-mail/elemidia) elected the word that incited them most to be awakened to go to their workplace. The election was accomplished in a hot website and its result exhibited in real time via a LED big screen installed in the main hall. The bigger the word, the more votes it received. Explain why the creative execution was relevant to the product or service. Giving form and volume to values of the new institution, offering motion to them and incorporating them to the environment of headquarter buildings meant a largely positive impact in several aspects. Besides being visible and touchable abstract values, the strategy worked as an excellent teaser for the campaign to launch a new culture that would come next (voting), causing surprise and sharpening curiosity. Incorporated to the decoration, mock-ups recall Itaú Unibanco values each time collaborators look at them. Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment. Numerically, it was the most expressive result in the history of internal communication of both institutions: 30 thousand votes in the first day and 141 thousand in the end of the election, from which 69 thousand have been unique votes. That means, almost 70% of collaborators participated. But the big result has been really qualitative: the campaign had a largely positive impact that accelerated the assimilation of the new Itaú ...
  • Endomarketing: "JUST WORDS" Design & Branding  by DraftFCB Rio De Janeiro Itau Bank: JUST WORDS
    Design & Branding
    Banco Itaú Holding Financeira,
    Itau Bank, Endomarketing
    DraftFCB Rio De Janeiro
    Brazil
    ... Banco Itaú Holding Financeira Itau Bank Endomarketing Endomarketing DraftFCB Rio De Janeiro Category: Exhibitions & Live Events Advertiser: BANCO ITAÚ UNIBANCO Product/Service: ENDOMARKETING Agency: GIOVANNI+DRAFTFCB Date of First Appearance: Mar 8 2010 Entrant Company: GIOVANNI+DRAFTFCB, Rio de Janeiro, BRAZIL Entry URL: http://www.openairawards.com/2011/cannes/itau/words Creative Director: Rui Piranda (Giovanni + Draft FCB) Creative Supervisors: Tania Hübner/Alice Leite (Giovanni + Draft FCB) Art Directors: Jacqueline Leutwieler/Leandro Belchior/Rodrigo Silveira/Vlademir Minharro (Giovanni + Draft FCB) Copywriters: Yara Xavier/Viviane Silva/Luís Tadeu (Giovanni + Draft FCB) Producer: Alexandre Schulz (Giovanni + Draft FCB) Digital Creative Director/Digital Creative Supervisor: Tulio Paiva/Diogo Borges (Giovanni + Draft FCB) Digital Art Director: Paulo Righini (Giovanni + Draft FCB) Digital Copywriter: Hilson Okada/Paulo Maia (Giovanni + Draft FCB) Accounting Management Team: Patricia Marinho/Tatiana Mazza/Daniel Gabriolli/Marianna Sergio/Kauê Secco (Giovanni + Draft FCB) IT Team: Gerson Lupatinni/Marcio Bueno/Marcel Marques/Fabio Soares Kleber Oliveira (Giovanni + Draft FCB) Media placement: Teaser: Words Parade - Ambient Midia - 08/03/2010 Media placement: Incorporation Of The Words To The Furniture - Ambient Midia - 11/03/2010 Media placement: Direct Mail, Email Mkt, Hotsite, LED Big Screen - Internal Mail, Intranet, Ambient Midia - 18/03/2010 Media placement: Banner - Internal TVs - 22/03/2010 Media placement: Banner - Internal TVs - 29/03/2010 Media placement: Banner - Internal TVs - 05/04/2010 Media placement: Email Mkt - Intranet - 09/04/2010 Describe the brief from the client From the merger of two of the biggest Brazilian banks, the challenge was to conceive a strategy of internal communication able to unify both cultures until then different and concurrent, but without the predominance of one over the other – that means, without a dominant image, guide, colour palette or aesthetics. It was a bolt-from-the-blue construction – or started from a few things only – for the brand design of the biggest bank of the Southern Hemisphere and one of the 20 biggest ones in the world. Describe the challenges and key objectives With a few elements to work, the solution has been give life to words that could represent better 20 values desired for the institution, making them parade through halls and offices of the conglomerate. In the top of the campaign, mock-ups have been incorporated to the furniture of headquarters buildings and collaborators have been stimulated (MD/e-mail/elemidia) to elect the word that could motivate them most to be awakened to go to their workplace. The election has been via hot website and its results have been exhibited in a LED big screen installed in the main institution hall. Describe how you arrived at the final design For a financial conglomerate that has just born and needed to build its corporate culture, nothing more appropriate than the materialization of values (abstract ones by definition), desired for the new institution. Mock-ups became such visible and touchable values and caused a big surprise when paraded through offices and halls, actuating as an excellent teaser for a next election. Incorporated to the decoration, mock-ups recall Itaú Unibanco values each time collaborators look at them. Give some indication of how successful the outcome was in the market Numerically, it meant the most expressive result in the history of internal communication of both institutions: 30 thousand votes in the first day and 141 thousand in the end of the election, from which 69 thousand have been unique votes. That means almost 70% of collaborator participation. But the big result has been really of qualitative order: the campaign had a largely positive impact that accelerated the assimilation of the new Itaú ...
  • Banco Itau: "BALLOON" Direct marketing  by Di Paola/asociados | Wpp Banco Itau: BALLOON
    DM
    Banco Itaú Holding Financeira,
    Banco Itau, Di Paola/asociados | Wpp
    Argentina
    ... Banco Itaú Holding Financeira Banco Itau Di Paola/asociados | Wpp Category: Financial Products & Services Advertiser: BANCO ITAÚ Product/Service: MORTGAGE LOANS Agency: DI PAOLA & ASOCIADOS WPP Date of First Appearance: Oct 9 2009 12:00AM Entrant Company: DI PAOLA & ASOCIADOS WPP, Buenos Aires, ARGENTINA Executive Director: Raúl Vargas Fourcade (di Paola & asociados Chile S.A.) General Creative Director: Flavio Rucci (di Paola & asociados Chile S.A.) Art Director: Leandro Benitez (di Paola & asociados Chile S.A.) Copywriter: Damián Agnolo (di Paola & asociados Chile S.A.) Account executive: Eileen Dooner (di Paola & asociados Chile S.A.) Direct Marketing Manager: Manuk Masseredjian (Banco Itaú) Media placement: Direct Marketing - Dimensional mail - October 09, 2009 Describe the brief/objective of the direct campaign. In a complicated scenario for the mortgage loan sector, with unstable interest rates, major fluctuations and an upward trend, Banco Itaú launched a product with a highly competitive interest rate, a fixed rate for 1 year, and a preferential rate for the remaining period. We needed to relieve the tension that this topic caused the clients, in view of the uncertainty presented by the crisis, using an unusual object for banking communications. A balloon. Using a clear concept: What goes up, can go down. Explain why the creative execution was relevant to the product or service. With a playful delivery for a complicated topic, we managed to generate a sales volume for a sensitive, not-easy-to-sell product, that exceeded 42% of the goals defined. We truly represented the feeling of unreachable increase and decrease up to being within one’s reach of an opportunity to refinance a mortgage loan. It generated positive reactions in clients who did not buy the service, it was a conversation topic among sales executives, numerous spontaneous phone calls to the SAC praising the mailing or speaking of the experience regarding both the delivery reception as well as the moment of opening the piece. Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome. We wanted to represent interest rates going through the roof by means of a balloon that had to be burst for rates to go down again. We sent a balloon with the phrase 'interest rate' printed on it, inflated with helium, and containing a brochure inside. One could access the information by bursting the balloon. It was connected to a base with a ribbon, with a personal tag and a needle, an invitation to burst it. The brochure would explain the opportunity of a low and more stable interest rate, it was personalised with the pre-approved sum with immediate availability. Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment. 8,247 customers were contacted. The action obtained a response rate of 2% It had a surprising sales conversion rate of 74% Exceeded the goal in a 42% The placement opportunities achieved for Itaú ...
  • Award winner ad! Itau Bankline: "VEJA 40 YEARS" Ambient Advert  by Africa Itau Bank: VEJA 40 YEARS
    Ambient
    Banco Itaú Holding Financeira,
    Itau Bank, Itau Bankline
    Africa
    Brazil
    ITAÚ BANK: VEJA 40 YEARS Banco Itaú Holding Financeira Itau Bank Itau Bankline Itau Bankline Africa Type of Entry: Product & Service Category: Financial Products & Services Title: VEJA 40 YEARS Advertiser/Client: ITAÚ BANK Product/Service: BANK Entrant Company: AFRICA Sao Paulo, BRAZIL Advertising Agency: AFRICA Sao Paulo, BRAZIL Creative Credits Name Company Position Nizan Guanaes Africa President Luiz Fernando Vieira Africa Media VP Sergio Gordilho Africa Creative VP Marcio Santoro Africa Executive VP Zico Farina Africa Creative Director Paulo Coelho Africa Creative Director Fabio Freitas Africa Media Director Renata Brasil Africa Account Director Rodrigo Gandini Africa Media Director Cintia Hachiya Africa Account Director Antonio Jacinto Matias Itaú Bank Advertiser's VP Cristiane Magalhães Itaú Bank Advertiser's Director Maria Fernanda La Regina Itaú Bank Advertiser's Director Details Results and Effectiveness: The reaction of Itaú customers was incredibly positive. Spontaneous media was generated. New customers opened accounts with Itaú. The bank’s commitment with proximity was reaffirmed, as attested by these results: In relation to the tracking of corporate image measurements made in 2007*, there was: 18% increase in prestige 4% increase in top of mind 8% increase in uniqueness 7% increase in recommendation * Tracking of Corporate Image 2008 Creative Execution: By cross-referencing Itaú’s database with that of Veja subscribers, we identified different profiles and created relevant messages for each.The cross-referencing generated almost 21 million different pieces of data.Profiles were identified and divided into 17 clusters: account holders, new account holders, credit card holders, employees, companies and non-customers, among others. By using this information, ads were created containing up to 8 variable text fields, with a total of 5.42 million customized fields. Each ad contained a message directed to the reader, thus delivering the promise of a bank that has a close relationship, “made for you”. Veja magazine – special 40th Anniversary edition with 1.2 million personalized ads. Insights, Strategy and the Idea: The main objective was to find a high-impact, comprehensive way to reaffirm the bank’s commitment of establishing close relationships, among both customers and non-customers. The target audience was all customers of the bank, regardless of their relationship with its products and services. In addition to customers, non-customers and employees were also among our targets. In order to address such a diverse audience, we chose the world’s third largest magazine – Veja. Through cross-referencing the publisher’s and Itaú’s databases, we managed to speak in a personalized manner with over 1.2 million readers. Itaú knows who I am, they know what kind of relationship I have with the bank and they demonstrated this through an ad containing my name and information about my relationship with the bank. It’s made for me, it’s close to me. For Itaú ...
  • Itau Bank: "50 YEARS OF BOSSA NOVA" Print Ad  by Africa Itau Bank: 50 YEARS OF BOSSA NOVA
    Print ads
    Banco Itaú Holding Financeira,
    Itau Bank, Africa
    ... Banco Itaú Holding Financeira Itau Bank Africa Company: Africa President: Nizan Guanaes Media Vice President: Luiz Fernando Vieira Creative Vice President: Sergio Gordilho Executive Vice President: Marcio Santoro Creative Director: Zico Farina Creative Director: Paulo Coelho Media Director: Fabio Freitas Account Director: Renata Brasil Media Director: Rodrigo Gandini Account Director: Cintia Hachiya Company: Itaú ...
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