Bradesco: Bradesco

Credits & Description:

AGENCY: R/GA / Sao Paulo
CLIENT: Banco Bradesco
ART DIRECTOR: Ilan Orengel, Bruno Reis
WRITER: Mauricio Bina, Tom Vouga
DESIGNER:
Wagner Veloso
Patricia Belo
Vicente Silva
AGENCY PRODUCER
Fabiano coura
Edson Sueyoshi
Leonardo Jesus
Caroline Bonani
Flaviano Guerra
Rhaissa Victor
Amanda Zambrana
Ismael Pereira
Tatiana Haw
CONTENT STRATEGIST
Karina Corchs
Marcia Aguirre
Hugo Nakahara
DIGITAL ARTIST / MULTIMEDIA
Andrea Senise
Tiago Souza
Bruno Jorri
EXECUTIVE CREATIVE DIRECTOR: Saulo Rodrigues
PROGRAMMER
Marcio Garcia
Eduardo Rodrigues
Antonio Junior
USER EXPERIENCE DESIGNER
Andressa Nozue
Julian Goncalves
Jaqueline Mattioli
TAGS: BANKING / FINANCIAL SERVICES / INSURANCE / INVESTMENT
Synopsis
Banking is the only category of services that touches and influences a consumer’s entire life. In Brazil, digital natives—a high-potential group that accounts for 30% of the economically active population—see banking as a necessary evil and a reactive service. In fact, 71% of millennials would rather go to a dentist than to a bank. Bradesco—one of the largest banks in Brazil, with more than 75 million customers—wanted to increase its penetration into this market and was willing to embrace an entirely new proposition, an innovative business model, and a reimagined branding and design process.

Outcome
The ‘next’ platform is a great success. Acquisition: 1.3mm downloads; 94% within target (high-income millennials); 75% new to Bradesco; 557,000 are in the approval phase (increasing conversion at a fast pace); 129,000 active clients (growing 40% per month). Engagement: 1.7mm transactions in March 2018 (growing 70% per month—75% faster than customer base); 20 monthly transactions per customer (doubled in Q1 2018); only 2% of inactivity (market average is 24%); 30% of active customers invested through “objectives” (99% growth in Q1 2018); 34% of the credit offered is being used (above market average); 45% of customers are already recurrent users of 63 partners’ exclusive offers (including offers from Uber, Apple, iFood, Airbnb, Cinemark, and Xbox). Bradesco customers who also create a ‘next’ account become 30% more profitable on our platform.

Execution
‘next’ is a new banking experience designed from the ground up for the digital age. Available for iOS and Android, ‘next’ offers products, services, smart budgeting tools, customized graphics, and personalized experiences targeted to young customers under the “Make It Happen” concept. During the 2-year building phase, we put design at the core of every decision. Because the brand would live primarily behind an interface, we designed an identity that can be touched and experienced, that is responsive and functional. The brand is the interface: the logo itself becomes a simple and instant visualization of the customer’s financial health. We then expanded this identity to create a natural, fun, energetic, and intuitive design system that feels rare in the banking industry. Every user journey happens through the integration of design, technology, and data intelligence. The distinctive brand language, so embedded into the experience, feels familiar after just a few interactions.

Campaign Description
While consumers migrate to mobile-only experiences in everything they do, the banking industry has lagged behind. The opportunity was to create an entirely new mobile-only bank that empowers millennials and seamlessly integrates into their lifestyles. We did this by reimagining the banking experience for the digital age, putting design at the core of every decision, and using the newest technology to enable a proactive relationship and innovative features that have never been delivered by any competitor. Designed around the “Make It Happen” brand idea, ‘next’ offers a banking experience that helps customers do more with their money and achieve more in their lives. It’s a full banking service that’s customer centric, combining data, design, and technology to inform better individual financial decisions.