Itau Bank: THE BROADCAST MADE FOR YOU

Credits & Description:

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 Unibanco proved to be a financial institution that is involved with its clients, and not only offers banking services, but also entertainment “made for you” as its slogan states.