Youngest tennis player to become number one in the world, Carlos Alcaraz stars in the latest campaign of the Ita Personnalit, a high-income segment of Ita Unibanco. The campaign maintains the “Always in motion” concept, launched a year ago to reposition the segment, and inaugurates the long-term partnership with the athlete.
“As my career advances, I am thrilled to announce my partnership with Ita, a bank that shares my commitment to excellence. Ita’s support for tennis, through investments in tournaments and social initiatives in Brazil, is something that deeply inspires me. I can’t wait to collaborate and make a difference, starting this week at the Miami Open,” says Alcaraz.
With the aim of sustaining the segment’s positioning, the new movement shows that, like the athlete, the bank has the strategy, attitude and focus to be prepared for the future of its customers, surprising them. According to Eduardo Tracanella, CMO of Ita Unibanco, the project intends to inaugurate a new phase of Ita Personnalit’s new positioning.
“The high-income segment is one of our strategic priorities, and we know that this audience is extremely demanding and attentive. Therefore, it is essential that we are constantly evolving to meet new needs and to surprise our customers both in terms of offering value and in the way we express ourselves. Being simple and innovating, maintaining excellence in service, is a premise for Ita Personnalit to be prepared for the future, and this is what we want to show with this movement inaugurated by Alcaraz”, he explains.
The project, created by the agency GALERIA.ag, presents a TV film that shows Carlos Alcaraz moving on the court, while his voiceover highlights the similarity of his skills with the differences of Ita Personnalit. In the film, the athlete also reflects on his performance, emphasizing that “no challenge is too big for someone who is prepared and has the best team”, highlighting the importance of consciously choosing the bench that will accompany him in his next movements.
Alcaraz’s presence in the new campaign follows the segment’s strategy of connecting with the interests of this audience.
“Tennis is a sport with high affinity with our customers. Last year, we began our presence at the Miami Open with the sponsorship of Bia Haddad Maia. We want to emphasize this connection even more, after all, tennis is not just a high-performance sport, but a lifestyle”, adds Tracanella.
Furthermore, the movement also connects the Personnalit brand to the narrative launched by Ita in celebration of its 100th anniversary.
“Ita Unibanco’s current positioning is made for the future, whether in institutional actions, or also as a guiding thread in the narrative of the businesses in which we are present. The choice of Alcaraz is also a reflection of this direction: it is one of the great promises of the sport and a connection with future generations. In addition to his talent, what also caught our attention was his affection and his quest to get closer to the Latin American public, especially Brazil. The partnership goes beyond presence in a campaign, we want to have a close and lasting relationship”, explains the executive.
The advertising is combined with a testimonial-style film, in which the athlete tells a little more about their relationship with tennis, their family and the principles that guide them.
“The Ita Personnalit campaign continues to invest in high performance now with Carlos Alcaraz, an athlete who symbolizes the future of tennis. Dynamism, strategy and teamwork are some of the common attributes between athlete and bank in this new Personnalit movement”, explains Rafael Urenha, CCO at GALERIA.ag.
This movement also marks the renewal of Ita Unibanco’s master sponsorship of the Miami Open, which extends for another five years and contextualizes the expectation for the tournament’s debut. Furthermore, the campaign’s debut took place simultaneously with another production broadcast on ESPN, the channel responsible for the official broadcast of the Miami Open, starring Alcaraz and Bia Haddad Maia, ambassador for Ita Personnalit. The film, which promotes Ita Unibanco’s master sponsorship of the tournament, simulates a tennis game between the two athletes.
During the international event, the campaign will be enhanced with media developments out of home (OOH) in Brazil and Miami, including in-car advertising via apps in the North American city. The initiative will also rely on digital action, using geolocation for Brazilians who are in Miami. Ita Personnalit’s Instagram will momentarily transform into an exclusive tennis content channel, offering coverage during the sports tournament.
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