Itau Bank DM WORDS THAT TOUCH by DraftFCB Rio De Janeiro

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WORDS THAT TOUCH

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Industry Banking & Financial Services
Media Direct marketing
Market Brazil
Agency DraftFCB Rio De Janeiro
Creative Director Rui Gonçalves Piranda
Producer Alexandr Schulz
Released March 2010

Credits & Description

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 Unibanco culture and offered a very remarkable remaining. Thus, the campaign and the widespread values can be remembered until now and perhaps forever.