Institutional strategies, product and service campaigns seek to show the relevance of brands in the daily lives of Brazilians
Banks are stepping up their investment in communication strategies that can differentiate their proposals. Through partnerships with influencers and celebrities, the campaigns are trying to attract customers’ attention in order to strengthen the image of the institutions and increase the trust of Brazilians.
Itaú’s shares follow different themes. The most valuable brand in Brazil, worth US$8.4 billion, according to the Brand Finance ranking, emphasizes the benefits of products and services, the simplicity of its app and digital security against fraud and scams.
But the star of the strategy is the campaign celebrating the bank’s 100th anniversary, which brought singer Madonna to a free concert in Rio de Janeiro. Around 1.6 million people danced to the singer’s music on Copacabana Beach on May 4. The day before, the façade of the Copacabana Palace was given special lighting, which was repeated during Madonna’s only concert in South America, which closed her ‘The Celebration Tour’.
Specific sectors are also in the spotlight. To the sound of ‘Eye of the Tiger’ by the band Survivor, presenter Marcos Mion returned to Itaú Uniclass’s communication in a Galeria campaign that promotes the credit products, services and facilities offered to account holders. TV, jingles in football game broadcasts, digital and out-of-home (OOH) media promoted the action, which positions the bank as “an ally in achieving our customers’ goals”, highlighted Eduardo Tracanella, marketing director at Itaú Unibanco, in June, when the campaign was launched. ‘Running by your side’ is the name of the debut film, which reinforces the concept ‘To get you there’, presented by actor Sylvester Stallone and Mion, in 2023. This time, it was Mion who said “Keep going”.
From electronic games to sports, Itaú Unibanco is expanding its marketing portfolio. After being launched in February 2023 with British driver Lewis Hamilton, Itaú Personnalité’s ‘Always on the move’ concept was endorsed in March by tennis player Carlos Alcaraz in another campaign created by Galeria. The campaign reinforces the new ‘Made for the future’ positioning, launched at the end of 2023 to kick off the bank’s centennial celebrations. The project was created jointly by the agencies Africa Creative and Galeria.
The design of the new brand refers to the origin of the name Itaú, which in Tupi-Guarani means black stone. The color orange was highlighted alongside the shades of blue, which identify the Uniclass and Personnalité areas. Itaú BBA and Private are now recognized by darker shades.
Listening
Bradesco bases its actions on a customer-centric approach, while planning is based on active listening, both in the digital and offline environment.
Read the full article in the edition of propmark August 5, 2024
