Itau Personalityan exclusive segment of Itaú Unibanco, started 2023 with a new look, including a new logo and brand restructuring, in addition to expanding the personalized investment model and a new relationship program.
The transformation is in line with the latest customer needs, and is the focus of the new campaign that features the global athlete, Lewis Hamilton. Hamilton is an entrepreneur and founder of Mission 44, a charitable foundation that makes grants to organizations and programs that support underprivileged youth. As part of the campaign, Itaú Personnalité will launch a film starring Hamilton and directed by the Brazilian director Alex Gabbasiduring the commercial break on Jornal Nacional – another big step in the new phase of Itaú Personnalité.
With the slogan “Itau Personality. Always in movement”, the film highlights how Hamilton worked hard to stay focused and achieve his goals, just as the bank does to stay ahead in a developing economy, always meeting the most complex needs of its clients. In addition to the open TV campaign, Hamilton will also appear in street media pieces and on digital platforms.
Check out the Itaú Personnalité film:
Eduardo Tracanella, Marketing Director at Itaú Unibancostates:
“We are very happy to have Hamilton with us – he adds even more grandeur to our new campaign, which is as big as the transformation we are promoting within Itaú Personnalité. In recent years, we have perfected our business model and focused our efforts on accompanying the most demanding customer journeys, strengthening the digital experience, investment ecosystem and specialized consulting. We are bringing a lot of news to customers this year.”
The film starring Hamilton is the first of many creative productions that will present the bank’s many benefits to its customers. Each ambassador has been carefully selected to represent clients’ needs and interests. Tracanella complements:
“We wanted our customers to see themselves represented, so we went to understand in depth the behavior and personal interests of the main personas that make up our customer base. We noticed that there are some personas with common interests, such as vehicles, travel, fashion and sports, for example. Our influencers will be responsible for generating that connection.”
Rafael Urenha, partner and CCO of GALERIA.agthe agency behind the campaign, says:
“We are launching a new positioning for Personnalité, with a champion-sized ambition like Hamilton. The impact brought by him is enormous, he translates excellence in everything he does and is always pushing boundaries. The fact that he is an honorary citizen shows the special connection he has with Brazil. Our partnership with Hamilton represents a new twist for the financial industry, bringing more intelligence and innovation. New visual codes, more simplicity and proximity in the way we transmit each benefit that makes a difference in the customer’s life. Hamilton is the first in a series of personalities who will generate content for the brand across multiple channels throughout the year.”
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