Itau Bank Print, Ambient VEJA 40 YEARS by Africa Sao Paulo

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VEJA 40 YEARS

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Industry Banking & Financial Services
Media Print, Magazine & Newspaper, Ambient
Market Brazil
Agency Africa Sao Paulo
Creative Director Paulo Coelho Santos, Leo Macias, Zico Farina
Released September 2008

Awards

Cannes Lions 2009
Media - Bronze

Credits & Description

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, the ability to address millions of people in a unique way. For the target, recognizing the brand that’s “made for me” in a tangible way.