The campaign, signed by Galeria, stars Marcos Mion and Sylvester Stallone and refers to the challenges in customers’ lives
Ten years have passed since the last time Ita Unibanco launched a Uniclass campaign. Now, the bank’s premium segment for middle-income customers returns to the screens with a new positioning and a communication starring Marcos Mion and Sylvester Stallone.
The piece For you to get there, written by Galeria, places the bank in the role of motivator and encourager for its customers, focusing not on the figure of Mion as presenter, but on the person Marcos.
The video, produced by Saigon and Satellite, makes a direct reference to the film Rocky by showing Marcos climbing the steps of the stairs of the Philadelphia Museum of Art, in Pennsylvania, the same setting of the film starring Stallone with the phrase Who goes Mion, doesn’t go Marcos and, throughout the 60s, he narrates his life story, reinforcing the role of the bank in people’s lives.
Marcos’ meeting with Stallone takes place at the top of the stairs with the phrase Keep going, Marcos, spoken by the actor. The campaign ends with the soundtrack “Gonna Fly Now”, by Bill Conti, also featured in the film Rocky.
Uniclass has always been a strong brand and, in a way, has consolidated itself as a reference, but it wasn’t enough to relaunch the brand if we didn’t have a significant evolution in the value offer. Having said that, we concluded that the time had come to give Uniclass a new look, making it more contemporary and with a simple positioning that could connect with these customers, said Eduardo Tracanella, Marketing Director at Ita Unibanco.
The executive explained that the idea of placing Mion as the protagonist and ambassador of Uniclass arose from the similarity between the trajectory of the presenter and the clients of this segment of the bank, just as the name of the campaign was designed based on exploratory work with more than nine thousand customers for launch.
The first decision we made was that it would be very important for Itu Uniclass to have Marcos Mion as an ambassador. We’ve been waiting for the right time to bring him in to help us with a more prominent business challenge that fits his purpose. Life as it is, is not easy for anyone, it is not a straight line, the ladder is not always the same and our client Uniclass portrays this very well, highlighted Tracanella.
Ita began communicating Uniclass’s new moment on social media and now, the campaign includes films for open and closed TV, outdoor media, vignettes in football games and prime time soap operas, digital strategy and merchandising in Caldeiro do Mion.
In addition, the campaign will also be promoted with OOH pieces, created through Vitrine, Galeria’s business hub, which will use the stairs in playful and immersive approaches. The bank will also feature interactive panels, urban art installations and sensory projections that will aim to provide an immersive experience.
“This Ita Uniclass campaign is about the bank that is always at its customers’ side on their upward journey. The great symbol is the ladder, whose steps represent achievements throughout life. In this analogy, we recruited the actor Sylvester Stallone, who immortalized the American boxer character who didn’t know the meaning of giving up. And who is with him is Marco Mion, his great fan, who is being presented with a more human and close approach, reflecting the bank’s commitment to supporting the clients’ journey”, added Rafael Urenha, CCO and founding partner of Galeria.
