The campaign, created by Hoc and Jotacom, aims to increase brand awareness and consideration and win new associates
Sicredi presented its new brand positioning to the market with a national campaign entitled “Not just money, having someone to count on”.
The play was developed by Hoc and Jotacom and features scenes that represent Brazil and show the human way. Communication relies on different versions of the films to communicate with the audiences served by the company, such as individuals, legal entities and agribusiness.
Driven by an adaptation of the song “No Quero Monet”, by Tim Maia, in the voices of singers Ana Castela and Leo Santana, the campaign aims to increase awareness and consideration of the brand and win over new associates.
“Our intention is to reach 10 million members by 2025. Our strength is local and we want to expand the brand nationally, as we have the opportunity to bring cooperativism to more and more people and enhance the positive impact we generate”, said Csar Bochi, CEO of Banco Cooperativo Sicredi.
The marketing strategy around the company’s new moment began with the review of the positioning and attributes of the brand, built with the support of the Future Brand consultancy, which identified that Sicredi’s difference lies in the knowledge and appreciation of its associates and in the human form. how it relates. “Based on this positioning, we designed a robust communication strategy that begins with the brand’s largest integrated national campaign”, emphasized Cris Duclos, executive director of Marketing and Experience at Sicredi.
The play premiered last Sunday (8) and will be broadcast on the country’s main television stations, digital media and social networks until 2024.