Com slogan “The impossible is just the beginning”, XP Investimentos wants to consolidate its leadership in the Brazilian market and empower clients in their financial journeys
XP, the platform that has been transforming the financial market in Brazil for the last 22 years, has just launched its new brand positioning: “The impossible is just the beginning”. The campaign is guided by the conquest of what is considered impossible, and makes an analogy to the history of XP itself. Founded by Guilherme Benchimol in a 25m² room in Porto Alegre (RS) in 2001, the brand is currently the main reference in investments in the Brazilian financial market. The new positioning also reflects the current moment of the company, part of XP Inc., which continues to expand the offer of products and services to empower customers in their financial journeys.
The messages related to the new positioning are aimed at consolidating XP’s leadership in the Brazilian investment market as the company that has always been at the forefront of the financial industry, democratizing customer access to innovative investment solutions.
“XP’s new positioning is deeply linked to our culture and values. When we say that ‘the impossible is not the end, but the beginning’, we are referring to our big dream, to transform the financial market to improve people’s lives. This change is only possible if we are very close to our customers, providing the best financial services so that they can also conquer their ‘impossibles’”, says Lisandro Lopez, Chief Marketing Office (CMO) da XP Inc.
Created by the MGNT agency and produced by Tropical Film, the campaign involves the dissemination of films and advertisements throughout Brazil, in different channels and formats, such as TV stations, newspapers, digital media and OOH. Then, a sequence of films of products and services come in to enhance XP’s deliveries to the consumer, also created by MGNT and produced by Sicários.
Another front of action will be the social networks, with the chain #MeuImpossível on Instagram. In this action, the main XP executives will give testimonials inviting the public to participate in the campaign. In addition to them, other personalities who will also tell their impossible stories are athletes Fernando Fernandes, Bruno Fratus, Mayra Aguiar, Felipe Drugovich, among others.
“The new positioning reinforces the long-term alignment with XP’s value proposition and the commitment to continue overcoming barriers to innovate in the financial market. XP is the leader in consideration and preference among Brazilian investors, but we are still only at the beginning of our journey”, adds Caroline Namora, director of Marketing da XP Inc.
This year, XP was recognized for the fifth time in a row as the best investment consultancy in São Paulo, in an award given by Folha de S. Paulo, based on a Datafolha survey. The platform is the only one to receive the award since the “Investments” category was created in 2019. In addition, XP occupied the 13th position in the ranking of the most valuable brands in Brazil this year, estimated at more than R$ 1.8 billion, in a recent survey by the global consultancy Interbrand.
Watch the full campaign film below.
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