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, the bank became the most liked and recognised brand in Brazilian television. More than 15,000,000 views on YouTube helped the message get out there (most watched branded piece in the history of YouTube in Brazil).