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 30 Horas electronic channels (internet, ATM, and phone), free from monthly charges.
And how could we do that? By publishing an also unlimited ad in a digital platform. Using the iPad version of Veja magazine, we created an ad that represented iConta's main attributes.
Creative Execution
We created a practically unlimited ad with 204 pages!
If a user browsed through all those pages, the system made a loop and went back to the first page. It was possible to leave from any page and return to the magazine or visit the iConta site directly. And how could the media allow for an unlimited ad? Better yet, what would be the cost of a never-ending ad?
We also achieved an almost unlimited profitability, as we published 'countless' pages by purchasing only 1 page, conveying the product's attributes in the platform in a highly unique, previously unseen way: in numbers...
The cost of 1 page on Veja's digital version is R$40,000.00. The cost of publishing 204 pages would be R$ 8,160,000.00 - not considering the loop, which would push the ad's value to infinity.
204 Ada on the digital version of Brazil's largest magazine + 1 great idea = R$ 40,000.00.
Results and Effectiveness
This action, in association with other digital activations in video, generated 4.2m views of the campaign videos on Itau's brand channel on YouTube; 138,000 tweets and Brazil's #1 trending topic, and 2nd place among worldwide trending topics.
In terms of business, we were able to create interest in the account. The campaign generated 37,000 leads for the 'open you iConta here' button.